Analisis Dimensi Nilai Terhadap Niat Pembelian Produk Fashion ( Studi Kasus Konsumen Batu Akik di Surakarta).
ANALISIS DIMENSI NILAI TERHADAP NIAT PEMBELIAN
PRODUK FASHION
(Studi Kasus Konsumen Batu Akik di Surakarta)
TESIS
Untuk Memenuhi Sebagian Persyaratan Mencapai Derajat Magister
Program Studi Magister Manajemen
Minat Utama:
Manajemen Pemasaran
Diajukan oleh:
DUDIE ADYTIA KURNIAWAN
NIM: S411308012
PROGRAM STUDI MAGISTER MANAJEMEN
PROGRAM PASCASARJANA
UNIVERSITAS SEBELAS MARET
SURAKARTA
2016
ANALISIS DIMENSI NILAI TERHADAP NIAT PEMBELIAN
PRODUK FASHION
(Studi Kasus Konsumen Batu Akik di Surakarta)
TESIS
Untuk Memenuhi Sebagian Persyaratan Mencapai Derajat Magister
Program Studi Magister Manajemen
Minat Utama:
Manajemen Pemasaran
Diajukan oleh:
DUDIE ADYTIA KURNIAWAN
NIM: S411308012
PROGRAM STUDI MAGISTER MANAJEMEN
PROGRAM PASCASARJANA
UNIVERSITAS SEBELAS MARET
SURAKARTA
2016
ANALISIS DIMENSI NILAI TERHADAP NIAT PEMBELIAN PRODUK
FASHION
(Studi Kasus Konsumen Batu Akik di Surakarta)
Disusun oleh:
DUDIE ADYTIA KURNIAWAN
NIM: S411308012
Telah disetujui Pembimbing
Pada tanggal: 29 Maret 2016
Pembimbing
Dr. Wisnu Untoro, M.S.
NIP. 19540220 198003 1 002
Mengetahui :
Ketua
Program Studi Magister Manajemen
Prof. Dr. Asri Laksmi Riani, M.S.
NIP. 19590130 198601 2 001
ANALISIS DIMENSI NILAI TERHADAP NIAT PEMBELIAN
PRODUK FASHION
(Studi Kasus Konsumen Batu Akik di Surakarta)
Disusun oleh:
DUDIE ADYTIA KURNIAWAN
NIM: S411308012
Telah disetujui dan disahkan oleh Tim Penguji
Pada tanggal 23 Juli 2016
Jabatan
Nama
Tanda Tangan
Ketua Tim Penguji:
Prof. Dr. Asri Laksmi Riani, M.Si
……………
Penguji
Dr. Budhi Haryanto, MM
……………
Dr. Wisnu Untoro, M.S
……………
Pembimbing
:
:
Mengetahui
Direktur PPS UNS
Ketua
Program Studi Magister Manajemen
Prof. Dr. M. Furqon Hidayatullah, M.Pd
NIP. 19600727 198702 1 001
Prof. Dr. Asri Laksmi Riani, M.S.
NIP. 19590130 198601 2 001
PERNYATAAN
Nama
: Dudie Adytia Kurniawan
NIM
: S411308012
Menyatakan dengan sesungguhnya bahwa tesis berjudul ANALISIS DIMENSI
NILAI TERHADAP NIAT PEMBELIAN PRODUK FASHION
(Studi Kasus Konsumen Batu Akik di Surakarta) adalah betul-betul karya saya
sendiri. Hal-hal yang bukan karya saya, dalam tesis ini diberi tanda citasi dan
ditunjukan dalam daftar pustaka.
Apabila di kemudian hari terbukti pernyataan saya ini tidak benar, maka saya
bersedia menerima sanksi akademik berupa pencabutan tesis dan gelar yang saya
peroleh atas tesis tersebut.
Surakarta,
Maret 2016
Yang menyatakan,
Dudie Adytia Kurniawan
PRAKATA
Puji syukur penulis panjatkan kehadirat Tuhan Yang Maha Kuasa yang telah
banyak mengkaruniakan berkatNya yang tak terhitung, salah satunya penulis
diberi kesempatan dan mampu menyelesaikan tesis yang berjudul ANALISIS
DIMENSI NILAI TERHADAP NIAT PEMBELIAN PRODUK FASHION
(Studi Kasus Konsumen Batu Akik di Surakarta). Sebagai syarat untuk
memperoleh gelar Magister Manajemen Jurusan Manajemen di Fakultas Ekonomi
dan Bisnis (FEB), Universitas Sebelas Maret Surakarta.
Selama penyusunan tesis ini, banyak pihak yang terlibat yang telah
memberikan banyak bantuan dan dorongan. Pada kesempatan ini, penulis ingin
mengucapkan terima kasih kepada:
1.
Prof. Dr. M. Furqon Hidayatullah, M.Pd selaku Direktur Program Pasca
Sarjana Universitas Sebelas Maret
2.
Prof. Dr. Asri Laksmi Riani, MS selaku Ketua Program Studi Magister
Manajemen Universitas Sebelas Maret;
3.
Dr. Wisnu Untoro, M.S, selaku dosen pembimbing yang telah bersedia
meluangkan waktu, memberikan arahan, pengetahuan, saran serta motivasi
selama penyusunan tesis;
4.
Seluruh pihak yang telah membantu dalam penyusunan tesis yang tidak
dapat penulis sebutkan satu persatu.
Penulis menyadari bahwa dalam penulisan tesis ini masih jauh dari kata
sempurna. Oleh karena itu, apabila terdapat kata, kalimat ataupun hal lainnya
dalam tesis ini ada yang tidak berkenan, penulis mohon maaf. Penulis juga
mengharap atas kritik dan sarannya yang bersifat membangun dari semua pihak
demi kesempurnaan tesis ini. Semoga tesis ini dapat bermanfaat bagi pembaca
khususnya bagi penulis sendiri. Amin.
Surakarta, Maret1 2016
DAFTAR ISI
Halaman
SAMPUL ......................................................................................................... i
HALAMAN JUDUL........................................................................................ ii
HALAMAN PENGESAHAN PEMBIMBING ............................................... iii
HALAMAN PENGESAHAN PENGUJI ........................................................ iv
HALAMAN PERNYATAAN ......................................................................... v
PRAKATA ....................................................................................................... vi
DAFTAR ISI .................................................................................................... viii
DAFTAR TABEL ............................................................................................ xiii
DAFTAR GAMBAR DIAGRAM ................................................................... xiv
DAFTAR LAMPIRAN .................................................................................... xv
ABSTRAK ....................................................................................................... xvi
ABSTRACT ..................................................................................................... xvii
BAB I : PENDAHULUAN
A. ................................................................................................... Latar
Belakang Masalah .............................................................................. 1
B. ................................................................................................... Rum
usan Masalah ...................................................................................... 6
C. ................................................................................................... Tujua
n Penelitian......................................................................................... 6
D. ................................................................................................... Manf
aat Penelitian ...................................................................................... 6
BAB II : TINJAUAN PUSTAKA
A. ................................................................................................... Land
asan Teori ........................................................................................... 8
1. ............................................................................................. Niat
Beli ................................................................................................ 8
2. ............................................................................................. Mate
rialisme .......................................................................................... 9
3. ............................................................................................. Citra
Diri ................................................................................................ 10
4. ............................................................................................. Nilai
Status ............................................................................................. 11
5. ............................................................................................. Nilai
Hedonis.......................................................................................... 13
6. ............................................................................................. Gaya
Hidup ............................................................................................. 14
B. ................................................................................................... Hipot
esis...................................................................................................... 15
1. ............................................................................................. Mate
rialisme pada Niat Beli .................................................................. 15
2. ............................................................................................. Citra
Diri pada Niat Beli ........................................................................ 15
3. ............................................................................................. Nilai
Status pada Niat Beli ..................................................................... 16
4. ............................................................................................. Nilai
Hedonisme pada Niat Beli ............................................................ 17
5. ............................................................................................. Gaya
Hidup pada Niat Beli ..................................................................... 17
C. .................................................................................................. Kera
ngka Penelitian ................................................................................... 18
BAB III : METODE PENELITIAN
A. ................................................................................................... Pend
ekatan Penelitian ................................................................................ 20
B. ................................................................................................... Temp
at dan Waktu Penelitian ..................................................................... 20
C. ................................................................................................... Popul
asi dan Sampel ................................................................................... 20
1. ............................................................................................. Popul
asi .................................................................................................. 20
2. ............................................................................................. Samp
el .................................................................................................... 21
D. ................................................................................................... Tekni
k pengumpulan Data .......................................................................... 21
1. ............................................................................................. Jenis
Data ............................................................................................... 21
2. ............................................................................................. Peng
umpulan Data ................................................................................ 22
E. ................................................................................................... Instru
men Penelitian .................................................................................... 23
F..................................................................................................... Defin
isi Operasional ................................................................................... 23
1. ............................................................................................. Varia
bel Bebas ....................................................................................... 23
2. ............................................................................................. Varia
bel Terikat ..................................................................................... 26
G. ................................................................................................... Tekni
k Analisis Data ................................................................................... 27
1. ............................................................................................. Uji
Validitas dan Reliabilitas .............................................................. 27
a. ......................................................................................... Uji
Validitas .................................................................................. 27
b. ......................................................................................... Uji
Reliabilitas............................................................................... 27
2. ............................................................................................. Peng
ujian Hipotesis ............................................................................... 28
a. ......................................................................................... Uji
Signifikan Simultan .................................................................. 28
b. ......................................................................................... Uji
Signifikan Parsial...................................................................... 29
c. ......................................................................................... Uji
Koefisien Korelasi Determinasi ............................................... 29
BAB IV : HASIL DAN PEMBAHASAN
A. ................................................................................................... Anali
sis Deskriptif Responden ................................................................... 31
1. ............................................................................................. Berd
asarkan Jenis Kelamin ................................................................... 32
2. ............................................................................................. Berd
asarkan Usia .................................................................................. 32
3. ............................................................................................. Berd
asarkan Pendidikan ........................................................................ 33
4. ............................................................................................. Berd
asarkan Pekerjaan .......................................................................... 34
5. ............................................................................................. Berd
asarkan Penghasilan ...................................................................... 35
B. ................................................................................................... Anali
sis Statistik ......................................................................................... 36
1. ............................................................................................. Uji
Validitas dan Reliabilitas .............................................................. 37
c. ......................................................................................... Uji
Validitas .................................................................................. 37
d. ......................................................................................... Uji
Reliabilitas............................................................................... 37
2. ............................................................................................. Uji
Hipotesis ........................................................................................ 39
a. ......................................................................................... Uji
Koefisien Korelasi Determinasi ............................................... 40
b. ......................................................................................... Uji
Signifikan Parsial...................................................................... 41
c. ......................................................................................... Uji
Signifikan Simultan .................................................................. 45
C. ................................................................................................... Pemb
ahasan ................................................................................................. 46
BAB V : KESIMPULAN dan SARAN
A. ................................................................................................... Kesi
mpulan................................................................................................ 50
B. ................................................................................................... Keter
batasan Penelitian............................................................................... 50
C. ................................................................................................... Impli
kasi ..................................................................................................... 51
D. ................................................................................................... Saran
............................................................................................................ 45
DAFTAR PUSTAKA
LAMPIRAN
DAFTAR TABEL
Tabel
halaman
IV.1. Karakteristik responden berdasar Jenis Kelamin .................................
25
IV.2. Karakteristik responden berdasar Usia .................................................
26
IV.3. Karakteristik responden berdasar Pendidikan ......................................
27
IV.4. Karakteristik responden berdasar Pekerjaan ........................................
29
IV.5. Karakteristik responden berdasar Penghasilan .....................................
30
IV.6
Hasil Uji Validitas ................................................................................
32
IV.7
Hasil Uji Reliabilitas ............................................................................
34
IV.8
Hasil Uji R2 ..........................................................................................
35
IV.9
Hasil Uji t .............................................................................................
36
IV.10 Hasil Uji F ............................................................................................
40
DAFTAR GAMBAR DIAGRAM
Gambar Diagram
halaman
IV.1. Karakteristik responden berdasar Jenis Kelamin .................................
25
IV.2. Karakteristik responden berdasar Usia .................................................
27
IV.3. Karakteristik responden berdasar Pendidikan ......................................
28
IV.4. Karakteristik responden berdasar Pekerjaan ........................................
29
IV.5. Karakteristik responden berdasar Penghasilan .....................................
31
DAFTAR LAMPIRAN
Lampiran 1 Ijin Penulisan Tesis
Lampiran 2 Lembar Kegiatan Konsultasi Tesis
Lampiran 3 Kuesioner Penelitian
Lampiran 4 Data Mentah Penelitian
Lampiran 5 Hasil Output Analisis dengan SPSS for Windows 16.0
ABSTRAK
ANALISIS DIMENSI NILAI TERHADAP NIAT PEMBELIAN PRODUK
FASHION
(Studi Kasus Konsumen Batu Akik di Surakarta)
Oleh:
DUDIE ADYTIA KURNIAWAN
NIM. S411308012
Tujuan dari penelitian ini untuk mengetahui pengaruh materialisme,
citra diri, nilai status, nilai hedonis, dan gaya hidup secara simultan maupun
parsial pada niat beli konsumen batu akik di kota Surakarta.
Dalam penelitian ini variabel independen yang meliputi materialisme,
citra diri, nilai status, nilai hedonis, dan gaya hidup diduga berpengaruh positif
pada niat beli konsumen batu akik di kota Surakarta. Data penelitian ini
merupakan data primer yang dikumpulkan melalui penyebaran kuesioner di kota
Surakarta. Teknik pengambilan sampel pada penelitian ini diambil dengan metode
convenience dan dari teknik pengambilan sampel yang ditentukan telah diperoleh
370 responden. Uji Validitas dan Reliabilitas serta Uji Hipotesis.
Hasil penelitian menunjukkan bahwa variabel independen yang terdiri
dari materialisme, citra diri, nilai status, nilai hedonis, dan gaya hidup secara
simultan mempunyai pengaruh signifikan terhadap variabel dependen pada niat
beli konsumen batu akik. Adapun secara parsial semua variable independen juga
memiliki pengaruh positif terhadap variable dependen. Hasil Koefisien
Determinasi juga menunjukkan nilai cukup rendah dimana variable independen
mempengaruhi variable dependen sebesar 22,8%.
Penelitian ini hanya terbatas pada pengujian hipotesis yang
menghubungkan variabel independen dengan variabel dependen dengan analisis
regresi tanpa memperhatikan faktor-faktor demografis yang ada. Diharapkan
penelitian ini mampu menjadi pertimbangan strategi bagi penjual batu akik untuk
mencapai konsumen.
Kata kunci: materalisme, citra diri, nilai status, nilai hedonis, gaya hidup, niat beli,
batu akik.
ABSTRACT
VALUE DIMENSION ANALYSIS ON FASHION PRODUCT PURCHASE
INTENTION
(Case Study of Gemstone Consumer in Surakarta)
By:
DUDIE ADYTIA KURNIAWAN
NIM. S411308012
The purpose of this study was to determine the influence of materialism, selfimage, a status value, hedonic value, and lifestyle simultaneously or partially on
consumer purchase intentions agate in Surakarta.
In this study, the independent variables which include materialism, self-image, a
status value, hedonic value, and lifestyle alleged positive effect on gemstone
purchase intention in Surakarta. This research data is primary data collected
through questionnaires in the city of Surakarta. The sampling technique in this
study were taken by a convenience sampling method and sampling techniques
specified has obtained 370 respondents. Validity and Reliability and Testing
Hypotheses.
The results showed that the independent variables consisting of materialism, selfimage, a status value, hedonic value, and lifestyle simultaneously have a
significant influence on the dependent variable on gemstone consumer purchase
intentions. The partially all independent variables also have a positive effect on
the dependent variable. The results also show the value of the coefficient of
determination low enough where the independent variables affect the dependent
variable of 22.8%.
This study is limited to testing the hypothesis that connects the independent
variable and dependent variable regression analysis regardless of demographic
factors that exist. It is hoped this study could be a consideration for the seller
agate strategy to reach consumers.
Keywords: matrealism, self-image, a status value, hedonic value, lifestyle,
purchase intent, gemstone.
PRODUK FASHION
(Studi Kasus Konsumen Batu Akik di Surakarta)
TESIS
Untuk Memenuhi Sebagian Persyaratan Mencapai Derajat Magister
Program Studi Magister Manajemen
Minat Utama:
Manajemen Pemasaran
Diajukan oleh:
DUDIE ADYTIA KURNIAWAN
NIM: S411308012
PROGRAM STUDI MAGISTER MANAJEMEN
PROGRAM PASCASARJANA
UNIVERSITAS SEBELAS MARET
SURAKARTA
2016
ANALISIS DIMENSI NILAI TERHADAP NIAT PEMBELIAN
PRODUK FASHION
(Studi Kasus Konsumen Batu Akik di Surakarta)
TESIS
Untuk Memenuhi Sebagian Persyaratan Mencapai Derajat Magister
Program Studi Magister Manajemen
Minat Utama:
Manajemen Pemasaran
Diajukan oleh:
DUDIE ADYTIA KURNIAWAN
NIM: S411308012
PROGRAM STUDI MAGISTER MANAJEMEN
PROGRAM PASCASARJANA
UNIVERSITAS SEBELAS MARET
SURAKARTA
2016
ANALISIS DIMENSI NILAI TERHADAP NIAT PEMBELIAN PRODUK
FASHION
(Studi Kasus Konsumen Batu Akik di Surakarta)
Disusun oleh:
DUDIE ADYTIA KURNIAWAN
NIM: S411308012
Telah disetujui Pembimbing
Pada tanggal: 29 Maret 2016
Pembimbing
Dr. Wisnu Untoro, M.S.
NIP. 19540220 198003 1 002
Mengetahui :
Ketua
Program Studi Magister Manajemen
Prof. Dr. Asri Laksmi Riani, M.S.
NIP. 19590130 198601 2 001
ANALISIS DIMENSI NILAI TERHADAP NIAT PEMBELIAN
PRODUK FASHION
(Studi Kasus Konsumen Batu Akik di Surakarta)
Disusun oleh:
DUDIE ADYTIA KURNIAWAN
NIM: S411308012
Telah disetujui dan disahkan oleh Tim Penguji
Pada tanggal 23 Juli 2016
Jabatan
Nama
Tanda Tangan
Ketua Tim Penguji:
Prof. Dr. Asri Laksmi Riani, M.Si
……………
Penguji
Dr. Budhi Haryanto, MM
……………
Dr. Wisnu Untoro, M.S
……………
Pembimbing
:
:
Mengetahui
Direktur PPS UNS
Ketua
Program Studi Magister Manajemen
Prof. Dr. M. Furqon Hidayatullah, M.Pd
NIP. 19600727 198702 1 001
Prof. Dr. Asri Laksmi Riani, M.S.
NIP. 19590130 198601 2 001
PERNYATAAN
Nama
: Dudie Adytia Kurniawan
NIM
: S411308012
Menyatakan dengan sesungguhnya bahwa tesis berjudul ANALISIS DIMENSI
NILAI TERHADAP NIAT PEMBELIAN PRODUK FASHION
(Studi Kasus Konsumen Batu Akik di Surakarta) adalah betul-betul karya saya
sendiri. Hal-hal yang bukan karya saya, dalam tesis ini diberi tanda citasi dan
ditunjukan dalam daftar pustaka.
Apabila di kemudian hari terbukti pernyataan saya ini tidak benar, maka saya
bersedia menerima sanksi akademik berupa pencabutan tesis dan gelar yang saya
peroleh atas tesis tersebut.
Surakarta,
Maret 2016
Yang menyatakan,
Dudie Adytia Kurniawan
PRAKATA
Puji syukur penulis panjatkan kehadirat Tuhan Yang Maha Kuasa yang telah
banyak mengkaruniakan berkatNya yang tak terhitung, salah satunya penulis
diberi kesempatan dan mampu menyelesaikan tesis yang berjudul ANALISIS
DIMENSI NILAI TERHADAP NIAT PEMBELIAN PRODUK FASHION
(Studi Kasus Konsumen Batu Akik di Surakarta). Sebagai syarat untuk
memperoleh gelar Magister Manajemen Jurusan Manajemen di Fakultas Ekonomi
dan Bisnis (FEB), Universitas Sebelas Maret Surakarta.
Selama penyusunan tesis ini, banyak pihak yang terlibat yang telah
memberikan banyak bantuan dan dorongan. Pada kesempatan ini, penulis ingin
mengucapkan terima kasih kepada:
1.
Prof. Dr. M. Furqon Hidayatullah, M.Pd selaku Direktur Program Pasca
Sarjana Universitas Sebelas Maret
2.
Prof. Dr. Asri Laksmi Riani, MS selaku Ketua Program Studi Magister
Manajemen Universitas Sebelas Maret;
3.
Dr. Wisnu Untoro, M.S, selaku dosen pembimbing yang telah bersedia
meluangkan waktu, memberikan arahan, pengetahuan, saran serta motivasi
selama penyusunan tesis;
4.
Seluruh pihak yang telah membantu dalam penyusunan tesis yang tidak
dapat penulis sebutkan satu persatu.
Penulis menyadari bahwa dalam penulisan tesis ini masih jauh dari kata
sempurna. Oleh karena itu, apabila terdapat kata, kalimat ataupun hal lainnya
dalam tesis ini ada yang tidak berkenan, penulis mohon maaf. Penulis juga
mengharap atas kritik dan sarannya yang bersifat membangun dari semua pihak
demi kesempurnaan tesis ini. Semoga tesis ini dapat bermanfaat bagi pembaca
khususnya bagi penulis sendiri. Amin.
Surakarta, Maret1 2016
DAFTAR ISI
Halaman
SAMPUL ......................................................................................................... i
HALAMAN JUDUL........................................................................................ ii
HALAMAN PENGESAHAN PEMBIMBING ............................................... iii
HALAMAN PENGESAHAN PENGUJI ........................................................ iv
HALAMAN PERNYATAAN ......................................................................... v
PRAKATA ....................................................................................................... vi
DAFTAR ISI .................................................................................................... viii
DAFTAR TABEL ............................................................................................ xiii
DAFTAR GAMBAR DIAGRAM ................................................................... xiv
DAFTAR LAMPIRAN .................................................................................... xv
ABSTRAK ....................................................................................................... xvi
ABSTRACT ..................................................................................................... xvii
BAB I : PENDAHULUAN
A. ................................................................................................... Latar
Belakang Masalah .............................................................................. 1
B. ................................................................................................... Rum
usan Masalah ...................................................................................... 6
C. ................................................................................................... Tujua
n Penelitian......................................................................................... 6
D. ................................................................................................... Manf
aat Penelitian ...................................................................................... 6
BAB II : TINJAUAN PUSTAKA
A. ................................................................................................... Land
asan Teori ........................................................................................... 8
1. ............................................................................................. Niat
Beli ................................................................................................ 8
2. ............................................................................................. Mate
rialisme .......................................................................................... 9
3. ............................................................................................. Citra
Diri ................................................................................................ 10
4. ............................................................................................. Nilai
Status ............................................................................................. 11
5. ............................................................................................. Nilai
Hedonis.......................................................................................... 13
6. ............................................................................................. Gaya
Hidup ............................................................................................. 14
B. ................................................................................................... Hipot
esis...................................................................................................... 15
1. ............................................................................................. Mate
rialisme pada Niat Beli .................................................................. 15
2. ............................................................................................. Citra
Diri pada Niat Beli ........................................................................ 15
3. ............................................................................................. Nilai
Status pada Niat Beli ..................................................................... 16
4. ............................................................................................. Nilai
Hedonisme pada Niat Beli ............................................................ 17
5. ............................................................................................. Gaya
Hidup pada Niat Beli ..................................................................... 17
C. .................................................................................................. Kera
ngka Penelitian ................................................................................... 18
BAB III : METODE PENELITIAN
A. ................................................................................................... Pend
ekatan Penelitian ................................................................................ 20
B. ................................................................................................... Temp
at dan Waktu Penelitian ..................................................................... 20
C. ................................................................................................... Popul
asi dan Sampel ................................................................................... 20
1. ............................................................................................. Popul
asi .................................................................................................. 20
2. ............................................................................................. Samp
el .................................................................................................... 21
D. ................................................................................................... Tekni
k pengumpulan Data .......................................................................... 21
1. ............................................................................................. Jenis
Data ............................................................................................... 21
2. ............................................................................................. Peng
umpulan Data ................................................................................ 22
E. ................................................................................................... Instru
men Penelitian .................................................................................... 23
F..................................................................................................... Defin
isi Operasional ................................................................................... 23
1. ............................................................................................. Varia
bel Bebas ....................................................................................... 23
2. ............................................................................................. Varia
bel Terikat ..................................................................................... 26
G. ................................................................................................... Tekni
k Analisis Data ................................................................................... 27
1. ............................................................................................. Uji
Validitas dan Reliabilitas .............................................................. 27
a. ......................................................................................... Uji
Validitas .................................................................................. 27
b. ......................................................................................... Uji
Reliabilitas............................................................................... 27
2. ............................................................................................. Peng
ujian Hipotesis ............................................................................... 28
a. ......................................................................................... Uji
Signifikan Simultan .................................................................. 28
b. ......................................................................................... Uji
Signifikan Parsial...................................................................... 29
c. ......................................................................................... Uji
Koefisien Korelasi Determinasi ............................................... 29
BAB IV : HASIL DAN PEMBAHASAN
A. ................................................................................................... Anali
sis Deskriptif Responden ................................................................... 31
1. ............................................................................................. Berd
asarkan Jenis Kelamin ................................................................... 32
2. ............................................................................................. Berd
asarkan Usia .................................................................................. 32
3. ............................................................................................. Berd
asarkan Pendidikan ........................................................................ 33
4. ............................................................................................. Berd
asarkan Pekerjaan .......................................................................... 34
5. ............................................................................................. Berd
asarkan Penghasilan ...................................................................... 35
B. ................................................................................................... Anali
sis Statistik ......................................................................................... 36
1. ............................................................................................. Uji
Validitas dan Reliabilitas .............................................................. 37
c. ......................................................................................... Uji
Validitas .................................................................................. 37
d. ......................................................................................... Uji
Reliabilitas............................................................................... 37
2. ............................................................................................. Uji
Hipotesis ........................................................................................ 39
a. ......................................................................................... Uji
Koefisien Korelasi Determinasi ............................................... 40
b. ......................................................................................... Uji
Signifikan Parsial...................................................................... 41
c. ......................................................................................... Uji
Signifikan Simultan .................................................................. 45
C. ................................................................................................... Pemb
ahasan ................................................................................................. 46
BAB V : KESIMPULAN dan SARAN
A. ................................................................................................... Kesi
mpulan................................................................................................ 50
B. ................................................................................................... Keter
batasan Penelitian............................................................................... 50
C. ................................................................................................... Impli
kasi ..................................................................................................... 51
D. ................................................................................................... Saran
............................................................................................................ 45
DAFTAR PUSTAKA
LAMPIRAN
DAFTAR TABEL
Tabel
halaman
IV.1. Karakteristik responden berdasar Jenis Kelamin .................................
25
IV.2. Karakteristik responden berdasar Usia .................................................
26
IV.3. Karakteristik responden berdasar Pendidikan ......................................
27
IV.4. Karakteristik responden berdasar Pekerjaan ........................................
29
IV.5. Karakteristik responden berdasar Penghasilan .....................................
30
IV.6
Hasil Uji Validitas ................................................................................
32
IV.7
Hasil Uji Reliabilitas ............................................................................
34
IV.8
Hasil Uji R2 ..........................................................................................
35
IV.9
Hasil Uji t .............................................................................................
36
IV.10 Hasil Uji F ............................................................................................
40
DAFTAR GAMBAR DIAGRAM
Gambar Diagram
halaman
IV.1. Karakteristik responden berdasar Jenis Kelamin .................................
25
IV.2. Karakteristik responden berdasar Usia .................................................
27
IV.3. Karakteristik responden berdasar Pendidikan ......................................
28
IV.4. Karakteristik responden berdasar Pekerjaan ........................................
29
IV.5. Karakteristik responden berdasar Penghasilan .....................................
31
DAFTAR LAMPIRAN
Lampiran 1 Ijin Penulisan Tesis
Lampiran 2 Lembar Kegiatan Konsultasi Tesis
Lampiran 3 Kuesioner Penelitian
Lampiran 4 Data Mentah Penelitian
Lampiran 5 Hasil Output Analisis dengan SPSS for Windows 16.0
ABSTRAK
ANALISIS DIMENSI NILAI TERHADAP NIAT PEMBELIAN PRODUK
FASHION
(Studi Kasus Konsumen Batu Akik di Surakarta)
Oleh:
DUDIE ADYTIA KURNIAWAN
NIM. S411308012
Tujuan dari penelitian ini untuk mengetahui pengaruh materialisme,
citra diri, nilai status, nilai hedonis, dan gaya hidup secara simultan maupun
parsial pada niat beli konsumen batu akik di kota Surakarta.
Dalam penelitian ini variabel independen yang meliputi materialisme,
citra diri, nilai status, nilai hedonis, dan gaya hidup diduga berpengaruh positif
pada niat beli konsumen batu akik di kota Surakarta. Data penelitian ini
merupakan data primer yang dikumpulkan melalui penyebaran kuesioner di kota
Surakarta. Teknik pengambilan sampel pada penelitian ini diambil dengan metode
convenience dan dari teknik pengambilan sampel yang ditentukan telah diperoleh
370 responden. Uji Validitas dan Reliabilitas serta Uji Hipotesis.
Hasil penelitian menunjukkan bahwa variabel independen yang terdiri
dari materialisme, citra diri, nilai status, nilai hedonis, dan gaya hidup secara
simultan mempunyai pengaruh signifikan terhadap variabel dependen pada niat
beli konsumen batu akik. Adapun secara parsial semua variable independen juga
memiliki pengaruh positif terhadap variable dependen. Hasil Koefisien
Determinasi juga menunjukkan nilai cukup rendah dimana variable independen
mempengaruhi variable dependen sebesar 22,8%.
Penelitian ini hanya terbatas pada pengujian hipotesis yang
menghubungkan variabel independen dengan variabel dependen dengan analisis
regresi tanpa memperhatikan faktor-faktor demografis yang ada. Diharapkan
penelitian ini mampu menjadi pertimbangan strategi bagi penjual batu akik untuk
mencapai konsumen.
Kata kunci: materalisme, citra diri, nilai status, nilai hedonis, gaya hidup, niat beli,
batu akik.
ABSTRACT
VALUE DIMENSION ANALYSIS ON FASHION PRODUCT PURCHASE
INTENTION
(Case Study of Gemstone Consumer in Surakarta)
By:
DUDIE ADYTIA KURNIAWAN
NIM. S411308012
The purpose of this study was to determine the influence of materialism, selfimage, a status value, hedonic value, and lifestyle simultaneously or partially on
consumer purchase intentions agate in Surakarta.
In this study, the independent variables which include materialism, self-image, a
status value, hedonic value, and lifestyle alleged positive effect on gemstone
purchase intention in Surakarta. This research data is primary data collected
through questionnaires in the city of Surakarta. The sampling technique in this
study were taken by a convenience sampling method and sampling techniques
specified has obtained 370 respondents. Validity and Reliability and Testing
Hypotheses.
The results showed that the independent variables consisting of materialism, selfimage, a status value, hedonic value, and lifestyle simultaneously have a
significant influence on the dependent variable on gemstone consumer purchase
intentions. The partially all independent variables also have a positive effect on
the dependent variable. The results also show the value of the coefficient of
determination low enough where the independent variables affect the dependent
variable of 22.8%.
This study is limited to testing the hypothesis that connects the independent
variable and dependent variable regression analysis regardless of demographic
factors that exist. It is hoped this study could be a consideration for the seller
agate strategy to reach consumers.
Keywords: matrealism, self-image, a status value, hedonic value, lifestyle,
purchase intent, gemstone.