purchase decisions sepatu olahraga nike (studi pada
TRANSCRIPT
PURCHASE DECISIONS SEPATU OLAHRAGA NIKE
(STUDI PADA KECAMATAN CILANDAK JAKARTA SELATAN)
SKRIPSI
MAUDILA KHAIRANI 1510111146
PROGRAM STUDI MANAJEMEN PROGRAM SARJANA
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA
2019
PURCHASE DECISIONS SEPATU OLAHRAGA NIKE
(STUDI PADA KECAMATAN CILANDAK JAKARTA SELATAN)
SKRIPSI
Diajukan Sebagai Salah Satu Syarat Untuk Memperoleh Gelar
Sarjana Manajemen
MAUDILA KHAIRANI 1510111146
PROGRAM STUDI MANAJEMEN PROGRAM SARJANA
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA
2019
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PURCHASE DECISIONS OF NIKE’S SPORTS SHOES
(STUDY ON CILANDAK SUB-DISTRICT, SOUTH JAKARTA)
By Maudila Khairani
OAbstractO
Thisiresearchiwasiconducteditoiproveitheiinfluenceiofiprices,iproductiquality,iand
promotioniofipurchasingidecisions for Nike sports shoes. The population used in
this study were Citizens of Cilandak Sub-district, South Jakarta with a sample of
75 respondents and distributed questionnaires to obtain respondents answers. The
analytical tool used for this study is Partial Least Square 3.0 (PLS).iTheiresultsiof
thezstudyzshowed that (1)zthezpricezhaszazsignificantweffectwionWpurchasing
decisionsuwithitheiresults ofitheit-statistic test that tcount 5,856 > ttable 1,994 andia
significantuvalueuofu0,000u<u0,05.i(2)iproductiquality hasiaisignificantieffection
purchasing decisionswwithcthe resultscofcthe t-statistic test that tcount 2.426 > ttable
1,994 and a significant value of 0,016 < 0,05. (3) promotion has a significant
effect on purchasing decisions with the results of the t-statistic test that is tcount
2,545 > ttable 1,994 and a significant valueiofi0,011 <o0,05.
Keywords:iPrice,iProductiQuality,iPromotion,iPurchaseiDecisions.
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KEPUTUSANiPEMBELIANiSEPATU OLAHRAGAiNIKE
(STUDIiPADAiKECAMATAN CILANDAK
JAKARTA SELATAN)
Oleh Maudila Khairani
iAbstraki
PenelitianziniWdilakukanIuntukLmembuktikan adanyaLpengaruhPharga,Ikualitas
produk,ZdanZpromosiZterhadapZkeputusanZpembelianZsepatu olahraga Nike.
Populasi yang digunakan pada penelitian ini adalah Warga Kecamatan Cilandak
Jakarta Selatan dengan sampel sebanyak 75 responden dan menyebarkan
kuesioner untuk mendapatkan jawaban responden. Alat analisis yang digunakan
untuk penelitian ini adalah Partial Least Square 3.0 (PLS). Hasil dariIpenelitian
menunjukanZbahwaZ(1)ZhargaZIberpengaruhZIsignifikanZIterhadapZIkeputusan
pembelianZdenganZhasilZujiZt-statistik yaitu thitung 5,856 > ttabel 1,994 dan nilai
signifikan sebesar 0,000 < 0,05. (2) kualitas produk berpengaruh signifikan
terhadap keputusan pembelian dengan hasil uji t-statistik yaitu thitung 2,426 > ttabel
1,994 dan nilai signifikan sebesar 0,016 < 0,05. (3) promosi berpengaruh
signifikan terhadap keputusan pembelian dengan hasil uji t-statistik yaitu thitung
2,545 >IttabelI1,994IdanInilaiIsignifikanIsebesarI0,011 <I0,05.
KataIKunci:IHarga,IKualitasIProduk,IPromosi,IKeputusanIPembelian.
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.PRAKATA.
“Puji dan syukur penulis panjatkan kepada Allah SWT dan Nabi
Muhammad SAW, sehingga usulan penelitian ini berhasil diselesaikan. Judul
yang dipilih dalam penelitian ini adalah “Purchase Decisions Sepatu Olahraga
Nike (Studi Pada Kecamatan Cilandak Jakarta Selatan)”. Terima kasih
penulis ucapkan kepada Bapak Drs. Munasiron Miftah, M.M.PselakuPPlt.PDekan
FakultasWEkonomiWdanWBisnisPUniversitas Pembangunan Nasional “Veteran”
JakartaPdan Bapak Wahyudi,zS.E.,M.M.iselaku Ketua Program StudiiManajemen
serta Bapak Drs. Hariyanto Ridwan, M.M.iselakuidosenipembimbingiI dan Ibu Dr.
MigunaWAstuti,WS.Si,.M.M.Rselaku dosen pembimbing II, yang telah banyak
memberikan bimbingan maupun arahan selama penelitian ini berjalan,Zserta
kepadazseluruhzdoseniFakultasiEkonomiidaniBisnisiUPN “Veteran”iJakartaiyang
telahimemberikanibimbinganiakademikibagiipenulisiselamaiperkuliahan.
“Disamping itu, ucapan terima kasih penulis sampaikan kepada Bapak
Muryamin Permedi dan Ibu Fatmawati selaku kedua orang tua tercinta dan kedua
adik saya, Ail dan Widya yang tidak henti-hentinya memberikan penulis semangat
dan doa dalam menyelesaikan tugas akhir ini. Tidak lupa penulis sampaikan
terimakasih kepada Dini yang telah banyak membantu penulis selama
perkuliahandan Jeremy yang selalu sabar mendengarkan keluh kesah dan
memberikan semangat kepada penulis.”
“Kepada orang-orang terdekat, Meliana, Meilia, Nadella, Shidiq, Rizky,
Rasuna, dan Tim Burger King Blok M Plaza, yang banyak memberikan dukungan,
semangat,odanmmembantu penulis.dalam penulisan skripsi.ini, serta.teman-teman
lain yang tidak bisa saya sebutkan satu-persatu tanpa mengurangi rasa hormat.”
Kritikidanisaranzpenelitizharapkan,zsemogaZIusulanZIpenelitianziniZdapat
bermanfaat.b
Jakarta, 05 JuliI2019
Maudila Khairani
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DAFTAR ISI
HALAMANISAMPUL ................................................................................. iI
HALAMANIJUDUL ..................................................................................... iiI
PERNYATAANIORISINALITAS ............................................................... iiiI
PERNYATAANIPERSETUJUANIPUBLIKASI ........................................ ivI
PENGESAHANI ............................................................................................ vI
ABSTRACT.................................................................................................... viI
ABSTRAK ..................................................................................................... vii
BERITA ACARA .......................................................................................... viiiI
PRAKATAI .................................................................................................... ixI
DAFTARIISI ................................................................................................. xI
DAFTARITABEL ......................................................................................... xiiiI
DAFTARIGAMBAR .................................................................................... xiv
DAFTARILAMPIRAN................................................................................. xv
BABiIiPENDAHULUAN .............................................................................. 1i
1.1. LatariBelakang .................................................................................. 1i
1.2. RumusaniMasalah ............................................................................. 5i
1.3. TujuaniPenelitian .............................................................................. 5
1.4. ManfaatiPenelitian ............................................................................ 6i
BABiIIiTINJAUANiPUSTAKA ................................................................... 7i
2.1. Tinjauan Pustaka ............................................................................... 7i
2.1.1. Pemasaran ......................................................................................... 7i
2.1.2. Keputusan Pembelian ........................................................................ 8i
2.1.2.1. Faktor-FaktoriyangiMempengaruhiiKeputusaniPembelian ................ 9i
2.1.2.2 Tahap-tahapiKeputusaniPembelian .................................................... 11
2.1.2.3 RangkaianiKeputusaniPembelian ...................................................... 12
2.1.3 Harga ................................................................................................ 13
2.1.3.1. Faktor-faktor.yang.Mempengaruhi.Harga .......................................... 14
2.1.3.2. Metode Penetapan.Harga ................................................................... 16
2.1.3.3. Strategi.Penentuan.Harga.dan Indikator Harga .................................. 16
2.1.4 KualitasiProduk ................................................................................. 18
2.1.4.1 Manfaat dan FungsiiKualitasiProduk ................................................. 18
2.1.4.2 DimensiiKualitasiProduk................................................................... 19
2.1.5 Promosi ............................................................................................. 21
2.1.5.1 Tujuan Promosi ................................................................................. 22
2.1.5.2 Metode Promosi (Bauran Promosi/Promotion Mix) ........................... 23
2.1.5.3. Indikator.Promosi. ............................................................................. 25
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2.1.6. Pengaruh.Harga.TerhadapiKeputusaniPembelian .............................. 25i
2.1.7. PengaruhiKualitasiProdukiTerhadapiKeputusaniPembelian ............... 26i
2.1.8. PengaruhiPromosiiTerhadap.KeputusaniPembelian ........................... 26i
2.2. ModeliPenelitianiEmpirik ................................................................. 27.
2.3. Hipotesis. .......................................................................................... 28
BABiIIIiMETODEiPENELITIAN ............................................................... 29
3.1 DefinisiiOperasionalidaniPengukuraniVariabel ................................. 29
3.1.1 DefinisiiOperasional .......................................................................... 29
3.1.2 PengukuraniVariabel ......................................................................... 30
3.2 MetodeiPenentuaniPopulasiidaniSampel ........................................... 30
3.2.1 Populasii ............................................................................................ 30
3.2.2 Sampeli .............................................................................................. 30
3.3 TeknikiPengumpulaniData ................................................................ 31
3.3.1 JenisiData .......................................................................................... 31
3.3.2 SumberiData ..................................................................................... 32
3.3.3 PengumpulaniData ............................................................................ 32
3.4 TeknikiAnalisaiDataidaniUjiiHipotesis ............................................. 33
3.4.1 AnalisisiDeskriptif ............................................................................ 33
3.4.2 UjiiValiditasidaniReliabilitas............................................................. 35
3.4.3 PartialiLeastiSquarei(PLS) ............................................................... 36
3.4.3.1 CaraiKerjaiPartialiLeastiSquarei(PLS) ............................................. 37
3.4.3.2 Langkah-langkahiPartialiLeastiSquarei(PLS) ................................... 38
3.4.4 UjiiHipotesis ..................................................................................... 38
3.4.4.1 UjiiSignifikaniParsiali(Uji-t) ............................................................. 38
3.4.4.2 UjiiKoefisieniDeterminasii(R2) ......................................................... 39
3.5 KerangkaiModeliPenelitian ............................................................... 39
BABiIViHASILiDANiPEMBAHASAN........................................................ 41
4.1 DeskripsiiObjekiPenelitian ................................................................ 41
4.1.1 SejarahiNike dan Jenis Produk Nike .................................................. 41i
4.2 DeskripsiiData................................................................................... 43
4.2.1 DeskripsiiDataiResponden ................................................................ 43
4.2.2 AnalisisiDeskriptif ............................................................................ 45
4.3 Analisis Data daniUjiiHipotesis ......................................................... 50
4.3.1 ModeliPengukurani(OuteriModel) .................................................... 50
4.3.1.1 UjiiValiditasiKonvergen .................................................................... 53
4.3.1.2 UjiiValiditasiDeskriminan ................................................................. 54
4.3.1.3 UjiiReliabilitasiPartialiLeastiSquare ................................................. 55
4.3.2 ModeliStrukturali(InneriModel) ........................................................ 55
4.3.2.1 R-Squarei .......................................................................................... 56
4.3.2.2 UjiiHipotesis ..................................................................................... 56
4.3.2.3 Ujiit-Statistik .................................................................................... 57
4.4 Pembahasani ...................................................................................... 59
4.4.1 PengaruhiHargaiTerhadapiKeputusaniPembelian .............................. 59
4.4.2 PengaruhiKualitasiProdukiTerhadapiKeputusaniPembelian ............... 59
4.4.3 PengaruhiPromosiiTerhadapiKeputusaniPembelian ........................... 60
4.5 Keterbatasan Penelitian ..................................................................... 61
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BAB V SIMPULAN DAN SARAN ............................................................... 62
5.1 Simpulan ........................................................................................... 62
5.2 Saran ................................................................................................. 62
DAFTAR PUSTAKA .................................................................................... 64
RIWAYAT HIDUP
LAMPIRAN
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DAFTAR TABEL
Tabel 1. TOP Brand Index Sepatu Olahraga Tahun 2016 s/d 2018 ..................... 2i
Tabel 2. PengukuraniVariabel ............................................................................ 30
Tabel 3. SkalaiLikert.......................................................................................... 33
Tabel 4. Kisi-kisiiInstrumen .............................................................................. 33
Tabel 5. PeringkatiJawabaniResponden ............................................................. 34
Tabel 6. InterpretasiiNilaiiIndeksiResponden..................................................... 34
Tabel7. InterpretasiiNilaiiIndeksiResponden..................................................... 46
Tabel 8. HasiliTanggapaniRespondeniTerhadapiVariabeliHarga........................ 46
Tabel 9. HasiliTanggapaniRespondeniTerhadapiVariabeliKualitas Produk ........ 47
Tabel 10. HasiliTanggapaniRespondeniTerhadapiVariabeliPromosi .................... 48
Tabel 11. HasiliTanggapan RespondeniTerhadapiVariabeliKeputusaniPembelian 49
Tabel 12. OuteriLoadingiFactor .......................................................................... 53
Tabel 13. Fornell-LackeriCriterium..................................................................... 54
Tabel 14. AverageiVarianceiExtractedi(AVE) ..................................................... 54
Tabel 15. CompositeiReliabilityidaniCronbach’siAlpha ....................................... 55
Tabel 16. NilaiiRiSquare ..................................................................................... 56 Tabel17. HasiliNilaiiKoefisieniAnalisisiJalur ..................................................... 56
Tabel 18. HasiliUjiit-Statistik .............................................................................. 57
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DAFTAR GAMBAR
Gambari1. Model Penelitian Empirik ........................................................... 27
Gambari2. Langkah-langkah Analisis PLS ................................................... 38
Gambar 3. Kerangka Model Penelitian ........................................................ 40
Gambar 4. Jenis-jenis Sepatu Olahraga Nike ................................................ 42
Gambar 5. Diagram Jenis Kelamin .............................................................. 43
Gambar 6. Diagram Usia ............................................................................. 44
Gambar 7. Diagram Pekerjaan ..................................................................... 45
Gambar 8. Outer Model ............................................................................... 51
Gambar 9. Inner Model ............................................................................... 58
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DAFTARiLAMPIRAN
Lampirani1. PenelitianiTerdahulu
Lampirani2. MatriksiPenelitianiTerdahulu
Lampirani3. KuesioneriPenelitian
Lampirani4. HasiliDataiDeskripsiiResponden
Lampirani5. DataiKuesioneri75iResponden
Lampirani6. HasiliAnalisaiDeskriptif
Lampirani7. KerangkaiModeliPLS
Lampirani8. HasiliOutputiOuteriModeliPLS
Lampirani9. HasiliOutputiInneriModel
Lampirani10. HasiliOutputiModeliPLS
Lampirani11. Surat Balasan Riset Kecamatan Cilandak
Lampiran 12. Hasil Turnitin