QUALITY DAN ADVERTISING TERHADAP KEPUTUSAN
SKRIPSI ANALISIS PENGARUH EXPERIENTIAL MARKETING,PERCEIVED
QUALITY DAN ADVERTISING TERHADAP KEPUTUSAN
PEMBELIAN PRODUK LUWAK WHITE KOFFIE PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS SUMATERA UTARA OLEH ROMA LAURA SEVTRININGSIH HUTAPEA 110502019 PROGRAM STUDI STRATA-1 MANAJEMEN DEPARTEMEN MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS SUMATERA UTARA MEDAN 2015
ABSTRAK
ANALISIS PENGARUH EXPERIENTIAL MARKETING,PERCEIVED QUALITY DAN ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN PRODUK LUWAK WHITE KOFFIE PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS SUMATERA UTARA
Penelitian ini bertujuan untuk mengetahui dan menganalisis Pengaruh
Experiential Marketing , Perceived Quality dan Advertising Terhadap Keputusan
Pembelian Produk Luwak White KoffiePada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. Populasi dalam penelitian ini adalah 62 orang. Data diuji dengan menggunakan metode analisis linier berganda dengan taraf signifikan 5%. Hasil penelitian menunjukan bahwa secara serempak sense, feel,
think, act, relate, perceived quality dan advertisingberpengaruh signifikan
terhadap Keputusan Pembelian Produk Luwak White KoffiePada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. Uji parsial menunjukkan bahwa sense dan act berpengaruh positif dan signifikan terhadap Keputusan Pembelian Produk Luwak White KoffiePada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. Berdasarkan perhitungan
2
kofisien determinan ( ) menunjukkan bahwa hubungan antara sense, feel, think,
act, relate, perceived quality dan advertising memiliki hubungan yang kuat
terhadap Keputusan Pembelian Produk Luwak White KoffiePada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara.
Kata Kunci : Sense, Feel, Think, Act, Relate, Perceived Quality, Advertising,
Keputusan PembelianABSTRACT
ANALYSIS THE EFFECT OF EXPERENTIAL MARKETING, PERCEIVED
QUALITY AND ADVERTISING ON THE PURCHASING DECISION OF
LUWAK WHITE KOFFIE ON THE STUDENTS FACULTY OF ECONOMICS AND BUSINESS UNIVERSITY OF NORTH SUMATRA This research aims to identify and analyze the influence of experiential marketing, perceived quality and advertising on the purchasing decision of Luwak
White Koffie on The Students Faculty of Economics and Business University of North Sumatra. The population in this research are 62 people. Analytical techniques used is multiple linier regression method with significance level of 5%.
The result showed that simultaneously sense, feel, think, act, relate ,perceived quality and advertising has significant on the purchasing decision of Luwak White Koffie on The Students Faculty of Economics and Business University of North Sumatra. Partial test showed that sense and act positive and siginificant on on the purchasing decision of Luwak White Koffie on The Students Faculty of Economics and Business University of North Sumatra. Based on the calculation of R-square showed that the relationship between sense, feel, think, act, relate ,perceived quality and advertising variable have a strong link to purchasing decision of Luwak White Koffie on The Students Faculty of Economics and Business University of North Sumatra.
Keywords: sense, feel, think, act, relate, perceived quality, advertising,
purchasing decisionsKATA PENGANTAR
Puji dan syukur penulis ucapkan kepada Tuhan Yang Maha Esa yang telah memberikan berkatnya sehingga penulis dapat menyelesaikan penulisan skripsi yang merupakan kewajiban dan salah satu syarat dalam memenuhi dan melengkapi Program Studi Strata Satu di Fakultas Ekonomi dan Bisnis Program Studi Manajemen.
Penulis mengucapkan terima kasih kepada Orangtua penulis ayahanda B.Hutapea dan ibunda H.Hutabaratterkasih yang telah memberikan dukungan doa, materi dan nasehat serta abang dan adekku tersayang yaitu B’Banggas, B’Beres, Maria dan Rizky Hutapea sehingga penulisan skripsi ini dapat berjalan dengan baik. Penulis juga mengucapkan terima kasih kepada pihak-pihak yang telah membantu dalam penelitian hingga penulisan skripsi ini selesai, kepada : 1.
Bapak Prof. Dr. Azhar Maksum,S.E, M.Ec, Ak selaku Dekan Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara.
2. Ibu Dr. Isfenti Sadalia, S.E, M.E, selaku Ketua Departemen Manajemen Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara.
3. Ibu Dra. Marhayanie, M.Si, selaku Sekretaris Departemen Manajemen Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara.
4. Ibu Dr. Endang Sulistya Rini, S.E, M.Si, selaku Ketua Program Studi S-1 Manajemen Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara .
5. Ibu Dra. Friska Sipayung, M.Si selaku sekretaris program studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara.
6. Ibu Dr. Beby Karina Fawzeea S, S.E, M.M selaku dosen pembimbing yang telah memberikan pengetahuan dan arahan kepada penulis dalam menyelesaikan skripsi ini. Bapak Prof. Dr. Paham Ginting, MS selaku dosen pembaca yang telah memberikan pengarahan dan saran kepada penulis dalam menyelesaikan skripsi ini.
8. Kepada Bapak dan Ibu dosen Departemen Manajemen Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara yang telah mendidik dan memberikan ilmu kepada penulis selama mengikuti perkuliahan serta seluruh staf dan pegawai yang telah membantu selama proses penulisan skripsi ini.
9. Sahabat-sahabat terbaik penulis Fitrina Pardosi, Sartika Hutapea, Sinta
Tampubolon, Artina Sitompul, Yetta Tambun, Theresia Purba, Rahel Manurung, Yuni Damanik, Elisabeth Nainggolan, Andri Sibarani, Sumik Sidabutar, K’Dewi Napitupulu, K’Cio Capah, Risky Trisnadian dan Desi Maisary yang telah memberikan dukungan doa, arahan dan semangat.
Medan, Mei2015 Penulis, Roma Laura Sevtriningsih Hutapea
DAFTAR ISI
ABSTRAK ........................................................................................................... i ABSTRACT ......................................................................................................... iiKATA PENGANTAR ....................................................................................... iii
DAFTAR ISI ....................................................................................................... v DAFTAR GAMBAR .......................................................................................... xDAFTAR LAMPIRAN ..................................................................................... xi
BAB I PENDAHULUAN ................................................................................... 1
1.1 Latar Belakang ................................................................................... 1
1.2 Perumusan Masalah ............................................................................ 8
1.3 Tujuan Penelitian ................................................................................ 9
1.4 Manfaat Penelitian ............................................................................. 10
BAB II TINJAUAN PUSTAKA ....................................................................... 11
2.1 Uraian Teoritis ................................................................................... 11
2.1.1 Experiential Marketing ........................................................... 11
2.1.1.1 Sense (Panca Indera) ................................................... 13
2.1.1.2 Feel (Perasaan) ........................................................... 14
2.1.1.3 Think (Cara Berpikir) .................................................. 15
2.1.1.4 Act (Tindakan) ............................................................ 16
2.1.1.5 Relate (Pertalian) ........................................................ 17
2.1.1.6 Karakteristik Experiential Marketing ......................... 18
2.1.1.7 Manfaat Experiential Marketing ................................. 19
2.1.2 Perceived Quality .................................................................... 20
2.1.3 Advertising .............................................................................. 22
2.1.3.1 Fungsi Advertising ...................................................... 23
2.1.4 Keputusan Pembelian .............................................................. 27
2.1.4.1Tahap Pengambilan Keputusan Pembelian ................. 29
2.2 Penelitian terdahulu ........................................................................... 31
2.3 Kerangka konseptual ......................................................................... 33
2.4 Hipotesis ............................................................................................ 37
BAB III METODE PENELITIAN .................................................................. 39
3.1 Jenis Penelitian .................................................................................. 39
3.2 Tempat dan Waktu Penelitian ........................................................... 39
3.3 Batasan Operasional .......................................................................... 38
3.4 Defenisi Operasional ......................................................................... 40
3.5 Skala Pengukuran Variabel ............................................................... 41
3.6 Populasi dan Sampel ......................................................................... 42
3.6.1 Populasi ................................................................................... 42
3.6.2 Sampel ..................................................................................... 42
3.7 Jenis Data .......................................................................................... 44
3.8 Metode Pengumpulan Data ............................................................... 44
3.9 Uji Validitas dan Reabilitas ............................................................... 45
3.9.1 Uji Validitas ............................................................................ 45
3.9.2 Uji Reabilitas ........................................................................... 48
3.10 Teknik Analisis Data ....................................................................... 49
3.10.1 Analisis Statistik Deskriptif .................................................. 49
3.10.2 Uji Asumsi Klasik ................................................................. 49
3.10.2.2 Uji Heteroskedatisitas ............................................... 50
3.10.2.3 Uji Multikolinieritas ................................................. 50
3.10.3 Analisis Regresi Linear Berganda ......................................... 50
3.10.4 Pengujian Hipotesis ............................................................... 51
3.10.4.1 Uji-t (Uji Parsial) ...................................................... 51
3.10.4.2 Uji-F(Uji Simultan) .................................................. 52
2
3.10.4.3 Koefisien Determinasi (R ) ...................................... 52
BAB IV HASIL DAN PEMBAHASAN .......................................................... 54
4.1 Gambaran Umum Objek Penelitian .................................................. 54
4.1.1 Sejarah Singkat Luwak White Koffie ..................................... 54
4.1.2 Visi dan Misi Perusahaan ........................................................ 56
4.2 Hasil Penelitian ................................................................................. 56
4.2.1 Analisis Deskriptif................................................................... 56
4.2.2.1 Deskriptif Responden ................................................. 57
4.2.2.2 Deskriptif Variabel ..................................................... 59
4.2.3 Uji Asumsi Klasik ................................................................... 67
4.2.3.1 Uji Normalitas ............................................................ 67
4.2.3.2 Uji Heteroskedastisitas ............................................... 70
4.2.3.3 Uji Multikoleniaritas ................................................... 71
4.2.4 Analisis Regresi Linear berganda ........................................... 72
4.2.5 Pengujian Hipotesis dengan Analisis Regresi Linear Berganda ........................................................ 76
4.2.5.1 Uji Parsial (Uji t) ........................................................ 76
4.2.5.2 Uji-F (Uji Serempak) .................................................. 78
4.2.5.3 Koefisien Determinasi (R) .......................................... 79
4.3 Pembahasan ....................................................................................... 82
4.3.1 Hasil Analisis Deskriptif Hipotesis ......................................... 82
4.3.2 Hasil Analisis Pengujian Hipotesis ......................................... 83
4.3.2.1 Pengaruh Sense Terhadap Keputusan Pembelian Produk ..................................... 83
4.3.2.2 Pengaruh Feel Terhadap Keputusan Pembelian Produk .................................... 84
4.3.2.3 Pengaruh Think Terhadap Keputusan Pembelian Produk ..................................... 84
4.3.2.4 Pengaruh Act Terhadap Keputusan Pembelian Produk ..................................... 85
4.3.2.5 Pengaruh Relate Terhadap Keputusan Pembelian Produk ..................................... 85
4.3.2.6 Pengaruh Perceived Quality Terhadap Keputusan Pembelian Produk ..................................... 86
4.3.2.7 Pengaruh AdvertisingTerhadap Keputusan Pembelian Produk ..................................... 87
5.1 Kesimpulan ........................................................................................ 88
5.2 Saran ................................................................................................ 89
DAFTAR PUSTAKA ........................................................................................ 91
LAMPIRAN ....................................................................................................... 93
DAFTAR TABEL
No. Tabel Judul Halaman
4.3 Karakteristik Responden Berdasarkan Program Studi ................................................. 58
4.14 Uji Multikoleniaritas ............................................................ 72
4.13 Hasil Uji Kolmogorov-Smirnov ........................................... 70
4.12 Frekuensi Jawaban Responden Terhadap Keputusan Pembelian (Y) ...................................................................... 66
4.11 Distribusi Jawaban Responden Terhadap Variabel Advertising ............................................ 65
4.10 Distribusi Jawaban Responden Terhadap Variabel Perceived Quality ................................. 64
4.9 Distribusi Jawaban Responden Terhadap Variabel Relate .................................................... 63
4.8 Distribusi Jawaban Responden Terhadap Variabel Act ......................................................... 62
4.7 Distribusi Jawaban Responden Terhadap Variabel Think ..................................................... 62
4.6 Distribusi Jawaban Responden Terhadap Variabel Feel ....................................................... 61
4.5 Distribusi Jawaban Responden Terhadap Variabel Sense ..................................................... 59
4.4 Karakteristik Responden Berdasarkan Angkatan ......................................................... 58
4.2 Karakteristik Responden Berdasarkan Usia ................................................................. 57
Kopi Putih (White Coffie) .................................................... 5
4.1 Karakteristik Responden Berdasarkan Jenis Kelamin .................................................. 57
3.8 Uji Reabilitas ....................................................................... 49
3.7 Hasil Uji Validitas Keputusan Pembelian ............................................................................ 48
3.6 Hasil Uji Validitas Advertising ............................................ 48
3.5 Hasil Uji Validitas Perceived Quality ................................. 47
3.4 Hasil Uji Validitas Experiential Marketing ......................... 47
3.3 Uji Validitas Instrumen ....................................................... 46
3.2 Instrumen Skala Likert ........................................................ 41
3.1 Operasionalisasi Variabel .................................................... 40
2.2 Penelitian Terdahulu ............................................................ 32
2.1 Media Iklan .......................................................................... 26
4.15 Uji Regresi Linear Berganda ............................................... 73
4.16 Uji Signifikan Parsial (Uji-t) ............................................... 76
4.17 Uji Signifikan Simultan (Uji-F) ........................................... 79
4.18 Koefisien Determinasi
2
..................................................... 80
4.19 Hubungan Antar Variabel .................................................... 81
DAFTAR GAMBAR
No. Gambar Judul Halaman2.2 Proses Pengambilan Keputusan Pembelian ......................... 29
2.2 Kerangka Konseptual ........................................................... 36
4.2 Normal P-Plot Of Regression Standardized Residual .........................................................
69
4.4 Scatterplot ............................................................................ 71