S PEM 1200162 Table of content
DAFTAR ISI
ABSTRAK ......................................................................................................................i
ABSTRACT ................................................................................................................... ii
KATA PENGANTAR.................................................................................................... iii
UCAPAN TERIMAKASIH ........................................................................................... iv
DAFTAR ISI ................................................................................................................ vii
DAFTAR TABEL .......................................................................................................... ix
DAFTAR GAMBAR ..................................................................................................... xi
DAFTAR LAMPIRAN ................................................................................................. xii
BAB I PENDAHULUAN ...............................................................................................1
1.1
Latar Belakang Penelitian .........................................................................1
1.2
Identifikasi Masalah dan Rumusan Masalah .............................................8
1.3
Tujuan Penelitian .....................................................................................9
1.4
Kegunaan Teoritis .................................................................................. 10
BAB II KAJIAN PUSTAKA DAN KERANGKA PEMIKIRAN ................................... 11
2.1
Kajian Pustaka ....................................................................................... 11
2.1.1
Konsep Gaya Hidup ....................................................................... 11
2.1.2
Perilaku Konsumen ........................................................................ 11
2.1.3
Keputusan Pembelian ..................................................................... 18
2.1.4
Hubungan Gaya Hidup terhadap Keputusan Pembelian ................... 22
2.1.5
Penelitian Terdahulu ....................................................................... 23
2.2
Kerangka Pemikiran ............................................................................... 24
2.3
Hipotesis ................................................................................................ 27
BAB III OBJEK DAN METODE PENELITIAN .......................................................... 28
3.1
Objek Penelitian ..................................................................................... 28
3.2
Metode Penelitian .................................................................................. 29
3.3
Operasionalisasi Variabel ....................................................................... 29
3.4
Jenis dan Sumber Data ........................................................................... 32
3.5
Teknik Pengumpulan Data ..................................................................... 33
vii
Richana Amartha Fauza, 2016
PENGARUH GAYA HIDUPTERHADAPKEPUTUSAN PEMBELIAN ORGANIC
PRODUCT SERAMBI BOTANI
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
3.6
3.7
3.8
Populasi, Sample, dan Teknik Penarikan Sample .................................... 34
3.6.1
Populasi ......................................................................................... 34
3.6.2
Sample dan Teknik Penarikan Sample ............................................ 35
Uji Validitas dan Uji Reliabilitas ............................................................ 36
3.7.1
Uji Validitas ................................................................................... 36
3.7.2
Uji Realibilitas ............................................................................... 39
Teknik analisis Data dan Hipotesis ......................................................... 41
3.8.1
Teknik Analisis Data ...................................................................... 41
3.8.2
Rancangan Uji Hipotesis ................................................................ 44
BAB IV HASIL PENELITIAN DAN PEMBAHASAN ................................................ 46
4.1
4.2
Hasil Penelitian ...................................................................................... 46
4.1.1
Profil Perusahaan............................................................................ 46
4.1.2
Gambaran Umum Karakteristik Responden .................................... 50
4.1.3
Gambaran Umum Pengalaman Responden ...................................... 53
4.1.4
Gambaran Gaya hidup .................................................................... 55
4.1.5
Gambaran Keputusan Pembelian .................................................... 64
4.1.6
Hasil Pengujian Hipotesis ............................................................... 73
Pembahasan Hasil Penelitian .................................................................. 78
4.2.1
Pembahasan Karakteristik dan Pengalaman Responden ................... 79
4.2.2
Pembahasan Gaya Hidup ................................................................ 80
4.2.3
Pembahasan Keputusan Pembelian ................................................. 82
4.2.4 Pembahasan Pengaruh Gaya Hidup Terhadap Keputusan Pembelian
85
BAB V KESIMPULAN DAN SARAN ......................................................................... 87
5.1
Kesimpulan ............................................................................................ 87
5.2
Saran...................................................................................................... 88
DAFTAR PUSTAKA ................................................................................................... 89
viii
Richana Amartha Fauza, 2016
PENGARUH GAYA HIDUPTERHADAPKEPUTUSAN PEMBELIAN ORGANIC
PRODUCT SERAMBI BOTANI
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR TABEL
Tabel 1. 1 Produk Organik Indonesia ................................................................... 5
Tabel 1. 2 Data Penjualan Serambi Botani di Botani Square Tahun 2010-2015 .... 6
Tabel 1. 3 Data Jumlah Pelanggan pada Gerai Serambi Botani di Botani Square
Tahun 2015 .......................................................................................................... 7
Tabel 2. 1 Penelitian Terdahulu .......................................................................... 23
Tabel 3. 1 Operasionalisasi Variabe ................................................................... 30
Tabel 3. 2 Jumlah Konsumen Serambi Botani Maret-April 2016 ........................ 35
Tabel 3. 3 Hasil Uji Validitas Variabel X (Gaya Hidup) ..................................... 37
Tabel 3. 4 Hasil Uji Validitas Variabel Y (Keputusan Pembelian) ...................... 38
Tabel 3. 5Hasil Uji Reliabilitas Variabel Gaya Hidup (X) dan Variabel Keputusan
Pembelian (Y) .................................................................................................... 40
Tabel 3. 6 Contoh Penilaian Kuesioner .............................................................. 41
Tabel 3. 7 Contoh Penilaian Data ....................................................................... 42
Tabel 3. 8 Pedoman Untuk Memberikan Interpretasi Koefisien Korelasi ............ 43
Tabel 3. 9Pedoman Untuk Memberikan Penilaian dari Interval Koefisien .......... 44
Tabel 4. 1 Karekateristik Responden Berdasarkan Jenis Kelamin ....................... 50
Tabel 4. 2 Karakteristik Responden Berdasarkan Usia ....................................... 51
Tabel 4. 3 Karakteristik Responden Berdasarkan Pendapatan Perbulan .............. 52
Tabel 4. 4 Karakteristik Responden Berdasarkan Pekerjaan ............................... 52
Tabel 4. 5 Pengalaman Responden Berdasarkan Lama Mengkonsumsi Organic
Product .............................................................................................................. 53
Tabel 4. 6 Pengalaman Responden Berdasarkan Cara Mengetahui Organic
Product Serambi Botani ..................................................................................... 54
Tabel 4. 7 Pengalaman Responden Berdasarkan Organic Product Selain Serambi
Botani Yang Konsumen Konsumsi/Gunakan...................................................... 54
Tabel 4. 8 Gaya Hidup Berdasarkan Indikator Nilai ........................................... 56
Tabel 4. 9 Gaya Hidup Berdasarkan Aktivitas dan Ketertarikan ......................... 57
Tabel 4. 10 Gaya Hidup Berdasarkan Sikap ....................................................... 58
ix
Richana Amartha Fauza, 2016
PENGARUH GAYA HIDUPTERHADAPKEPUTUSAN PEMBELIAN ORGANIC
PRODUCT SERAMBI BOTANI
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
Tabel 4. 11 Gaya Hidup Berdasarkan Demografi ............................................... 60
Tabel 4. 12 Rekapitulasi Skor Tanggapan Konsumen Mengenai Gaya Hidup
Organic Product Serambi Botani ........................................................................ 62
Tabel 4. 13 Keputusan Pembelian Berdasarkan Pemilihan Produk ..................... 64
Tabel 4. 14 Keputusan Pembelian Berdasarkan Pemilihan Merek ...................... 65
Tabel 4. 15 Keputusan Pembelian Berdasarkan Pemilihan Saluran Distribusi ..... 66
Tabel 4. 16 Keputusan Pembelian Berdasarkan Waktu Pembelian ...................... 68
Tabel 4. 17 Keputuan Pembelian Berdasarkan Jumlah Pembelian ...................... 69
Tabel 4. 18 Keputusan Pembelian Berdasarkan Metode Pembayaran ................. 69
Tabel 4. 19 Rekapitulasi Skor Tanggapan Konsumen Mengenai Keputusan
Pembelian Organic Product Serambi Botani ....................................................... 70
Tabel 4. 20 Output Korelasi ............................................................................... 75
Tabel 4. 21 Interpretasi Koefisien Korelasi ........................................................ 75
Tabel 4. 22 Output Pengaruh Gaya Hidup Terhadap Keputusan Pembelian ........ 76
Tabel 4. 23 Output Koefisien Regresi................................................................. 76
Tabel 4. 24 Nilai Signifikasi Uji t ....................................................................... 78
x
Richana Amartha Fauza, 2016
PENGARUH GAYA HIDUPTERHADAPKEPUTUSAN PEMBELIAN ORGANIC
PRODUCT SERAMBI BOTANI
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR GAMBAR
Gambar 1. 1 Pertumbuhan PDP Nominal 2009-2015............................................ 1
Gambar 1. 2 Pola Konsumsi Makanan Masyarakat Indonesia 2015 ...................... 3
Gambar 1. 3 Alasan Konsumen Memakai Produk Serambi Botani ....................... 8
Gambar 2. 1 Model Perilaku Konsumen Hawkins & Mothersbaugh ................... 12
Gambar 2. 2Model Lima Tahap Proses Keputusan Pembelian ............................ 19
Gambar 2. 3 Kerangka Pemikiran Pengaruh Gaya Hidup terhadap Keputusan
Pembelian Organic Product Serambi Botani ...................................................... 26
Gambar 2. 4 Paradigma Penelitian ..................................................................... 27
Gambar 4. 1Kategori Produk di Serambi Botani ............................................................ 48
Gambar 4.2 Hasil Kontinum Gaya Hidup Pada Konsumen Pembelian Organic
Product Serambi Botani ..................................................................................... 63
Gambar 4.3 Hasil Kontinum Keputusan Pembelian Organic Product Serambi
Botani ................................................................................................................ 72
Gambar 4. 4 Uji Normalitas ............................................................................... 74
xi
Richana Amartha Fauza, 2016
PENGARUH GAYA HIDUPTERHADAPKEPUTUSAN PEMBELIAN ORGANIC
PRODUCT SERAMBI BOTANI
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR LAMPIRAN
Lampiran 1
Administratif
Lampiran 2
Kuesioner
Lampiran 3
Output Uji Validitas Dan Reliabilitas Dengan SPSS 23.0
Lampiran 4
Data Ordinal
Lampiran 5
Data Interval
Lampiran 6
Output Korelasi Dan Regresi Variabel
Lampiran 7
Catatan Bimbingan
Lampiran 8
Daftar Riwayat Hidup
Lampiran 9
Produk Serambi Botani
xii
Richana Amartha Fauza, 2016
PENGARUH GAYA HIDUPTERHADAPKEPUTUSAN PEMBELIAN ORGANIC
PRODUCT SERAMBI BOTANI
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
ABSTRAK ......................................................................................................................i
ABSTRACT ................................................................................................................... ii
KATA PENGANTAR.................................................................................................... iii
UCAPAN TERIMAKASIH ........................................................................................... iv
DAFTAR ISI ................................................................................................................ vii
DAFTAR TABEL .......................................................................................................... ix
DAFTAR GAMBAR ..................................................................................................... xi
DAFTAR LAMPIRAN ................................................................................................. xii
BAB I PENDAHULUAN ...............................................................................................1
1.1
Latar Belakang Penelitian .........................................................................1
1.2
Identifikasi Masalah dan Rumusan Masalah .............................................8
1.3
Tujuan Penelitian .....................................................................................9
1.4
Kegunaan Teoritis .................................................................................. 10
BAB II KAJIAN PUSTAKA DAN KERANGKA PEMIKIRAN ................................... 11
2.1
Kajian Pustaka ....................................................................................... 11
2.1.1
Konsep Gaya Hidup ....................................................................... 11
2.1.2
Perilaku Konsumen ........................................................................ 11
2.1.3
Keputusan Pembelian ..................................................................... 18
2.1.4
Hubungan Gaya Hidup terhadap Keputusan Pembelian ................... 22
2.1.5
Penelitian Terdahulu ....................................................................... 23
2.2
Kerangka Pemikiran ............................................................................... 24
2.3
Hipotesis ................................................................................................ 27
BAB III OBJEK DAN METODE PENELITIAN .......................................................... 28
3.1
Objek Penelitian ..................................................................................... 28
3.2
Metode Penelitian .................................................................................. 29
3.3
Operasionalisasi Variabel ....................................................................... 29
3.4
Jenis dan Sumber Data ........................................................................... 32
3.5
Teknik Pengumpulan Data ..................................................................... 33
vii
Richana Amartha Fauza, 2016
PENGARUH GAYA HIDUPTERHADAPKEPUTUSAN PEMBELIAN ORGANIC
PRODUCT SERAMBI BOTANI
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
3.6
3.7
3.8
Populasi, Sample, dan Teknik Penarikan Sample .................................... 34
3.6.1
Populasi ......................................................................................... 34
3.6.2
Sample dan Teknik Penarikan Sample ............................................ 35
Uji Validitas dan Uji Reliabilitas ............................................................ 36
3.7.1
Uji Validitas ................................................................................... 36
3.7.2
Uji Realibilitas ............................................................................... 39
Teknik analisis Data dan Hipotesis ......................................................... 41
3.8.1
Teknik Analisis Data ...................................................................... 41
3.8.2
Rancangan Uji Hipotesis ................................................................ 44
BAB IV HASIL PENELITIAN DAN PEMBAHASAN ................................................ 46
4.1
4.2
Hasil Penelitian ...................................................................................... 46
4.1.1
Profil Perusahaan............................................................................ 46
4.1.2
Gambaran Umum Karakteristik Responden .................................... 50
4.1.3
Gambaran Umum Pengalaman Responden ...................................... 53
4.1.4
Gambaran Gaya hidup .................................................................... 55
4.1.5
Gambaran Keputusan Pembelian .................................................... 64
4.1.6
Hasil Pengujian Hipotesis ............................................................... 73
Pembahasan Hasil Penelitian .................................................................. 78
4.2.1
Pembahasan Karakteristik dan Pengalaman Responden ................... 79
4.2.2
Pembahasan Gaya Hidup ................................................................ 80
4.2.3
Pembahasan Keputusan Pembelian ................................................. 82
4.2.4 Pembahasan Pengaruh Gaya Hidup Terhadap Keputusan Pembelian
85
BAB V KESIMPULAN DAN SARAN ......................................................................... 87
5.1
Kesimpulan ............................................................................................ 87
5.2
Saran...................................................................................................... 88
DAFTAR PUSTAKA ................................................................................................... 89
viii
Richana Amartha Fauza, 2016
PENGARUH GAYA HIDUPTERHADAPKEPUTUSAN PEMBELIAN ORGANIC
PRODUCT SERAMBI BOTANI
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR TABEL
Tabel 1. 1 Produk Organik Indonesia ................................................................... 5
Tabel 1. 2 Data Penjualan Serambi Botani di Botani Square Tahun 2010-2015 .... 6
Tabel 1. 3 Data Jumlah Pelanggan pada Gerai Serambi Botani di Botani Square
Tahun 2015 .......................................................................................................... 7
Tabel 2. 1 Penelitian Terdahulu .......................................................................... 23
Tabel 3. 1 Operasionalisasi Variabe ................................................................... 30
Tabel 3. 2 Jumlah Konsumen Serambi Botani Maret-April 2016 ........................ 35
Tabel 3. 3 Hasil Uji Validitas Variabel X (Gaya Hidup) ..................................... 37
Tabel 3. 4 Hasil Uji Validitas Variabel Y (Keputusan Pembelian) ...................... 38
Tabel 3. 5Hasil Uji Reliabilitas Variabel Gaya Hidup (X) dan Variabel Keputusan
Pembelian (Y) .................................................................................................... 40
Tabel 3. 6 Contoh Penilaian Kuesioner .............................................................. 41
Tabel 3. 7 Contoh Penilaian Data ....................................................................... 42
Tabel 3. 8 Pedoman Untuk Memberikan Interpretasi Koefisien Korelasi ............ 43
Tabel 3. 9Pedoman Untuk Memberikan Penilaian dari Interval Koefisien .......... 44
Tabel 4. 1 Karekateristik Responden Berdasarkan Jenis Kelamin ....................... 50
Tabel 4. 2 Karakteristik Responden Berdasarkan Usia ....................................... 51
Tabel 4. 3 Karakteristik Responden Berdasarkan Pendapatan Perbulan .............. 52
Tabel 4. 4 Karakteristik Responden Berdasarkan Pekerjaan ............................... 52
Tabel 4. 5 Pengalaman Responden Berdasarkan Lama Mengkonsumsi Organic
Product .............................................................................................................. 53
Tabel 4. 6 Pengalaman Responden Berdasarkan Cara Mengetahui Organic
Product Serambi Botani ..................................................................................... 54
Tabel 4. 7 Pengalaman Responden Berdasarkan Organic Product Selain Serambi
Botani Yang Konsumen Konsumsi/Gunakan...................................................... 54
Tabel 4. 8 Gaya Hidup Berdasarkan Indikator Nilai ........................................... 56
Tabel 4. 9 Gaya Hidup Berdasarkan Aktivitas dan Ketertarikan ......................... 57
Tabel 4. 10 Gaya Hidup Berdasarkan Sikap ....................................................... 58
ix
Richana Amartha Fauza, 2016
PENGARUH GAYA HIDUPTERHADAPKEPUTUSAN PEMBELIAN ORGANIC
PRODUCT SERAMBI BOTANI
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
Tabel 4. 11 Gaya Hidup Berdasarkan Demografi ............................................... 60
Tabel 4. 12 Rekapitulasi Skor Tanggapan Konsumen Mengenai Gaya Hidup
Organic Product Serambi Botani ........................................................................ 62
Tabel 4. 13 Keputusan Pembelian Berdasarkan Pemilihan Produk ..................... 64
Tabel 4. 14 Keputusan Pembelian Berdasarkan Pemilihan Merek ...................... 65
Tabel 4. 15 Keputusan Pembelian Berdasarkan Pemilihan Saluran Distribusi ..... 66
Tabel 4. 16 Keputusan Pembelian Berdasarkan Waktu Pembelian ...................... 68
Tabel 4. 17 Keputuan Pembelian Berdasarkan Jumlah Pembelian ...................... 69
Tabel 4. 18 Keputusan Pembelian Berdasarkan Metode Pembayaran ................. 69
Tabel 4. 19 Rekapitulasi Skor Tanggapan Konsumen Mengenai Keputusan
Pembelian Organic Product Serambi Botani ....................................................... 70
Tabel 4. 20 Output Korelasi ............................................................................... 75
Tabel 4. 21 Interpretasi Koefisien Korelasi ........................................................ 75
Tabel 4. 22 Output Pengaruh Gaya Hidup Terhadap Keputusan Pembelian ........ 76
Tabel 4. 23 Output Koefisien Regresi................................................................. 76
Tabel 4. 24 Nilai Signifikasi Uji t ....................................................................... 78
x
Richana Amartha Fauza, 2016
PENGARUH GAYA HIDUPTERHADAPKEPUTUSAN PEMBELIAN ORGANIC
PRODUCT SERAMBI BOTANI
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR GAMBAR
Gambar 1. 1 Pertumbuhan PDP Nominal 2009-2015............................................ 1
Gambar 1. 2 Pola Konsumsi Makanan Masyarakat Indonesia 2015 ...................... 3
Gambar 1. 3 Alasan Konsumen Memakai Produk Serambi Botani ....................... 8
Gambar 2. 1 Model Perilaku Konsumen Hawkins & Mothersbaugh ................... 12
Gambar 2. 2Model Lima Tahap Proses Keputusan Pembelian ............................ 19
Gambar 2. 3 Kerangka Pemikiran Pengaruh Gaya Hidup terhadap Keputusan
Pembelian Organic Product Serambi Botani ...................................................... 26
Gambar 2. 4 Paradigma Penelitian ..................................................................... 27
Gambar 4. 1Kategori Produk di Serambi Botani ............................................................ 48
Gambar 4.2 Hasil Kontinum Gaya Hidup Pada Konsumen Pembelian Organic
Product Serambi Botani ..................................................................................... 63
Gambar 4.3 Hasil Kontinum Keputusan Pembelian Organic Product Serambi
Botani ................................................................................................................ 72
Gambar 4. 4 Uji Normalitas ............................................................................... 74
xi
Richana Amartha Fauza, 2016
PENGARUH GAYA HIDUPTERHADAPKEPUTUSAN PEMBELIAN ORGANIC
PRODUCT SERAMBI BOTANI
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR LAMPIRAN
Lampiran 1
Administratif
Lampiran 2
Kuesioner
Lampiran 3
Output Uji Validitas Dan Reliabilitas Dengan SPSS 23.0
Lampiran 4
Data Ordinal
Lampiran 5
Data Interval
Lampiran 6
Output Korelasi Dan Regresi Variabel
Lampiran 7
Catatan Bimbingan
Lampiran 8
Daftar Riwayat Hidup
Lampiran 9
Produk Serambi Botani
xii
Richana Amartha Fauza, 2016
PENGARUH GAYA HIDUPTERHADAPKEPUTUSAN PEMBELIAN ORGANIC
PRODUCT SERAMBI BOTANI
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu