PRODUCT PURCHASE PROBABILITY: TELAAH PADA ...kolaborasi antara The Face Shop dan Coca Cola. Dalam...

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ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI COBRANDED

PRODUCT PURCHASE PROBABILITY: TELAAH PADA PRODUK

KOSMETIK HASIL KOLABORASI ANTARA

THE FACE SHOP DAN COCA COLA

SKRIPSI

Diajukan sebagai salah satu syarat untuk memperoleh gelar Sarjana Ekonomi

(S.E)

Kris Jonatan Saputra

00000010261

PROGRAM STUDI MANAJEMEN

FAKULTAS BISNIS

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2019

Analisis faktor-faktor..., Kris Jonatan Saputra, FB UMN, 2019

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PENGESAHAN SKRIPSI


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PERNYATAAN ORISINALITAS SKRIPSI


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ABSTRAK

Seiring dengan perkembangan perusahaan kosmetik di Indonesia membuat

para perusahaan menggunakan berbagai jenis strategi untuk bertahan dalam

lingkungan yang kompetitif. Jenis strategi yang dilakukan contohnya adalah co-

branding. The Face Shop melakukan kolaborasi dengan brand Coca Cola dalam

menciptakan produk kosmetik. Oleh karena itu peneliti ingin mengetahui apakah

self-congruity, attitude, product category involvement, dan need for uniqueness

memiliki pengaruh terhadap cobranded product purchase probability dalam produk

hasil kolaborasi antara The Face Shop dan Coca Cola.

Penelitian ini menggunakan metode kuantitatif dengan cara menyebarkan

kuesioner secara online kepada calon responden yang memiliki kriteria wanita

berusia di atas 18 tahun, pernah membeli kosmetik dari The Face Shop dalam 6

bulan terakhir, pernah membeli produk dari brand Coca Cola dalam 6 bulan

terakhir, mengetahui bahwa The Face Shop dan Coca Cola melakukan kolaborasi

dalam menciptakan produk kosmetik, dan belum pernah membeli kosmetik hasil

kolaborasi antara The Face Shop dan Coca Cola. Dalam penelitian ini

menggunakan 4 hipotesis yang diuji menggunakan metode Regresi Linear

Berganda dengan ukuran sample penelitian adalah 120 responden. Hasil dari

penelitian ini menunjukan terdapat hubungan positif antara self-congruity with the

secondary brand dan need for uniqueness, sedangkan untuk variabel attitude

toward the secondary brand dan product category involvement tidak mempunyai

pengaruh terhadap cobranded product purchase probability.

Kata kunci :co-branding, purchase intention, attitude, self-congruity,

need for uniqueness, product involvement


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ABSTRACT

Since the growth of cosmetic companies in Indonesia makes the companies

use various types of strategies to sustain in the competitive market. The example of

the strategy is co-branding. The Face Shop and Coca Cola do a co-branding

strategy to create cosmetics. Therefore, the researcher wants to know if self-

congruity, attitude, product category involvement, and need for uniqueness has an

impact against cobranded product purchase probability through the collaboration

product between The Face Shop and Coca Cola.

This research using quantitative method by sending online questionnaire to

the women over 19 years old, had purchased cosmetics from The Face Shop in the

last 6 months, had purchased product from Coca Cola in the last 6 months, knowing

if The Face Shop and Coca Cola collaborated in creating cosmetic products, and

never bought the cosmetics from the collaboration between The Face Shop and

Coca Cola. This research uses 4 hypotheses which analyzed using Multiple Linear

Regression method with 120 sample unit. The result from this research show the

positive relationship between self-congruity with the secondary brand and need for

uniqueness, while attitude toward the secondary brand and product category

involvement does not have a significant effect on cobranded product purchase

probability.

Keywords :co-branding, purchase intention, attitude, self-congruity,

need for uniqueness, product involvement


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KATA PENGANTAR


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DAFTAR ISI

PENGESAHAN SKRIPSI .................................................................................... ii

PERNYATAAN ORISINALITAS SKRIPSI ..................................................... iii

ABSTRAK ............................................................................................................ iv

ABSTRACT ............................................................................................................ v

KATA PENGANTAR .......................................................................................... vi

BAB I PENDAHULUAN ...................................................................................... 1

1.1 Latar Belakang ......................................................................................... 1

1.2 Rumusan Masalah .................................................................................... 8

1.3 Tujuan Penelitian .................................................................................... 11

1.4 Batasan Penelitian .................................................................................. 12

1.5 Manfaat Penelitian .................................................................................. 13

1.6 Sistematika Penelitian ............................................................................ 14

BAB II LANDASAN TEORI ............................................................................. 16

2.1 Brand ........................................................................................................... 16

2.2 Co-branding ................................................................................................ 17

2.3 Self-congruity with the secondary brand ..................................................... 18

2.4 Attitude toward the secondary brand .......................................................... 19

2.5 Need For Uniqueness .................................................................................. 21

2.6 Product Category Involvement .................................................................... 22


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2.7 Cobranded product purchase probability ................................................... 23

2.8 Hipotesis Penelitian ..................................................................................... 24

2.8.1 Hubungan antara self-congruity with the secondary brand dengan

cobranded product purchase probability. ..................................................... 24

2.8.2 Hubungan antara attitude toward the secondary brand dengan

cobranded product purchase probability. ..................................................... 25

2.8.3 Product category involvement yang memoderasi hubungan antara self-

congruity dan cobranded product purchase probability ............................... 26

2.8.4 Hubungan antara need for uniqueness dengan cobranded product

purchase probability. ..................................................................................... 27

2.9 Penelitian Terdahulu ................................................................................... 29

BAB III METODOLOGI PENELITIAN ......................................................... 39

3.1 Gambaran Umum Objek Penelitian ....................................................... 39

3.1.1 The Face Shop ...................................................................................... 39

3.1.2 Coca Cola .............................................................................................. 43

3.2 Jenis dan Desain Penelitian .................................................................... 46

3.3 Ruang Lingkup Penelitian ........................................................................... 50

3.3.1 Target Populasi ..................................................................................... 50

3.3.1.1 Sampling Unit .................................................................................... 51

3.3.1.2 Extent ................................................................................................. 51

3.3.1.3 Time ................................................................................................... 51


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3.3.2 Sampling Technique .............................................................................. 52

3.3.3 Sample Size ........................................................................................... 54

3.3.4 Sampling Process .................................................................................. 54

3.3.4.1 Sumber Data ...................................................................................... 55

3.4 Identifikasi Variabel Penelitian ................................................................... 57

3.4.1 Variabel Independen ............................................................................. 57

3.4.2 Variabel Dependen ............................................................................... 58

3.4.3 Variabel Teramati ................................................................................. 58

3.5 Definisi Operasional .................................................................................... 59

3.6 Uji Instrumen ............................................................................................... 65

3.6.1 Uji Validitas .......................................................................................... 65

3.6.2 Uji Reliabilitas ...................................................................................... 66

3.6.3 Regresi Linier Berganda ....................................................................... 66

3.6.4 Uji Moderasi ......................................................................................... 67

BAB IV ANALISIS DAN PEMBAHASAN ...................................................... 71

4.1 Deskripsi Hasil Penelitian ........................................................................... 71

4.2 Profil Responden ......................................................................................... 72

4.2.1 Profil Responden Berdasarkan Usia ......................................................... 72

4.2.2 Profil Responden Berdasarkan Anggaran Berbelanja Kosmetik .......... 73

4.2.3 Profil Responden Berdasarkan Profesi Utama...................................... 74

4.2.4 Profil Responden Berdasarkan Domisili............................................... 75


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4.3 Analisis Deskriptif ....................................................................................... 76

4.3.1 Self-congruity with the secondary brand .............................................. 77

4.4 Uji Instrumen ............................................................................................... 77

4.4.1 Uji Validitas Pre-test ............................................................................ 77

4.4.2 Uji Reliabilitas Pre-test ........................................................................ 79

4.4.3 Uji Validitas Main-test.......................................................................... 81

4.4.4 Uji Reliabilitas Main-test ...................................................................... 82

4.5 Uji Asumsi Klasik ....................................................................................... 83

4.5.1 Uji Multikolonieritas............................................................................. 83

4.5.2 Uji Normalitas....................................................................................... 84

4.5.3 Uji Heteroskedastisitas ......................................................................... 87

4.6 Uji Model .................................................................................................... 88

4.6.1 Uji Koefisien Deteminasi R2 ................................................................ 88

4.6.2 Uji Moderating ..................................................................................... 89

4.7 Uji Hipotesis ................................................................................................ 89

4.7.1 Uji Signifikansi Stimulan (Uji F).......................................................... 89

4.7.2 Uji Signifikan Parameter Individual (Uji t) .......................................... 89

4.8 Pembahasan ................................................................................................. 90

4.8.1 Pengaruh Self-congruity with the secondary brand terhadap Cobranded

product purchase probability ........................................................................ 90


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4.8.2 Pengaruh Attitude toward the secondary brand terhadap Cobranded

product purchase probability ........................................................................ 90

4.8.3 Hubungan Product category involvement dalam memoderasi hubungan

antara Self-congruity with the secondary brand dengan Cobranded product

purchase probability ...................................................................................... 91

4.8.4 Pengaruh Need for uniqueness terhadap Cobranded product purchase

probability ...................................................................................................... 92

4.9 Implikasi Manajerial .................................................................................... 93

4.9.1 Upaya Meningkatkan Self-congruity with the secondary brand terhadap

Cobranded product purchase probability...................................................... 93

4.9.2 Upaya Meningkatkan Need for uniqueness terhadap Cobranded product

purchase probability ...................................................................................... 95

BAB V KESIMPULAN DAN SARAN .............................................................. 98

5.1 Kesimpulan .................................................................................................. 98

5.2 Saran ............................................................................................................ 99

5.2.1 Saran Untuk Perusahaan ..................................................................... 100

5.2.2 Saran Untuk Peneliti Selanjutnya ....................................................... 100

DAFTAR PUSTAKA ........................................................................................ 102

LAMPIRAN ....................................................................................................... 108


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DAFTAR GAMBAR

Gambar 1. 1 Wall’s Buavita Smoothiez .................................................................. 3

Gambar 1. 2 Value Brand Buavita .......................................................................... 3

Gambar 1. 3 Statistik The Face Shop ...................................................................... 5

Gambar 1. 4 Co-branding The Face Shop X Coca Cola ........................................ 6

Gambar 2. 1 Model Penelitian .............................................................................. 38

Gambar 3. 1 Logo The Face Shop ........................................................................ 39

Gambar 3. 2 Message The Face Shop ................................................................... 40

Gambar 3. 3 Store The Face Shop ........................................................................ 41

Gambar 3. 4 Kolaborasi The Face Shop ............................................................... 42

Gambar 3. 5 The Face Shop X Coca Cola ............................................................ 43

Gambar 3. 6 Tutup Botol Coca Cola ..................................................................... 44

Gambar 3. 7 Coca Cola Amatil Indonesia ............................................................ 45

Gambar 3. 8 Iklan Coca Cola ................................................................................ 46

Gambar 3. 9 Jenis Desain Penelitian ..................................................................... 49

Gambar 3. 10 Alur Sampling Design Process ...................................................... 50

Gambar 3. 11 Sampling Techniques ..................................................................... 53

Gambar 3. 12 Variabel Independen ...................................................................... 57

Gambar 3. 13 Variabel Dependen ......................................................................... 58

Gambar 4. 1 Persentase Jumlah Responden Berdasarkan Usia ............................ 72

Gambar 4. 2 Persentase Jumlah Responden Berdasarkan Anggaran .................... 73

Gambar 4. 3 Persentase Jumlah Responden Berdasarkan Profesi ........................ 74

Gambar 4. 4 Persentase Jumlah Responden Berdasarkan Domisili ...................... 75


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Gambar 4. 5 Hasil Uji Normalitas......................................................................... 85

Gambar 4. 6 Hasil Uji Normalitas......................................................................... 86

Gambar 4. 7 Hasil Uji Heteroskedastisitas ........................................................... 87

Gambar 4. 8 Ilustrasi Booth Kosmetik 1 ............................................................... 94

Gambar 4. 9 Ilustrasi Booth Kosmetik 2 ............................................................... 95

Gambar 4. 10 Ilustrasi Need for Uniqueness 1 ..................................................... 96

Gambar 4. 11 Ilustrasi Need for Uniqueness 2 ..................................................... 97


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DAFTAR TABEL

Tabel 2. 1 Penelitian Terdahulu ............................................................................ 29

Tabel 3. 1 Definisi Operasional 1 ......................................................................... 60





Tabel 4. 1 Tabel Skala Interval ............................................................................. 76

Tabel 4. 2 Penilaian responden terhadap variabel self-congruity with the

secondary brand .................................................................................................... 77

Tabel 4. 3 Uji Validitas Pre-test ........................................................................... 78

Tabel 4. 4 Uji Realibilitas Pre-test ........................................................................ 79

Tabel 4. 5 Uji Validitas Main-test ......................................................................... 81

Tabel 4. 6 Hasil Uji Reliabilitas Main – Test ........................................................ 82

Tabel 4. 7 Uji Multikolonieritas pada Variabel Penelitian ................................... 83

Tabel 4. 8 Uji Skewness dan Kurtosis Pada Variabel Penelitian........................... 84

Tabel 4. 9 Hasil Uji Heteroskedastisitas ............................................................... 88


PRODUCT PURCHASE PROBABILITY: TELAAH PADA ...kolaborasi antara The Face Shop dan Coca Cola. Dalam...

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