Pengaruh Motivasi, Persepsi, Pembelajaran, Kepercayaan Dan Sikap Konsumen Terhadap Keputusan Pembelian Produk Laptop Merek Asus Pada Pengunjung Plaza Medan Fair
SKRIPSI
PENGARUH MOTIVASI, PERSEPSI, PEMBELAJARAN, KEPERCAYAAN
DAN SIKAP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN
PRODUK LAPTOP MEREK ASUS PADA
PENGUNJUNG PLAZA MEDAN FAIR
OLEH
AYU SUFATMA N
NIM : 100502034
PROGRAM STUDI STRATA-1 MANAJEMEN DEPARTEMEN MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS SUMATERA UTARA MEDAN
2015 ABSTRAK PenelitianinibertujuanuntukmengetahuidanmenganalisispengaruhMotivasi
(X1), Persepsi (X2), Pembelajaran (X3), KepercayaandanSikap (X4)konsumenterhadapkeputusanpembelianproduk laptop merek Asus padapengunjung Plaza Medan Fair Medan.Penelitianinimerupakanjenispenelitiandeskriptifkuantitatif.Dimana variable diukurdenganskalalikert,Metodeanalisis yang menggunakanalatanalisisregresi linier berganda, pengujiansignifikansimultandanpengujiansignifikanparsial.Metodepengumpulan data dalampenelitianiniadalahkuesioner, observasidanstudidokumentasi.Metodeanalisis data menggunakanmetodedeskriptifdanmetodekuantitatifyaitudenganAnalisisRegresi Linier Berganda.Penelitianinimenggunakan 50 respondensebagaisampelpenelitian. Hasilpenelitianberdasarkananalisisregresi linier bergandamenunjukkanbahwavariabelMotivasi, Persepsi, Pembelajaran, KepercayaandanSikapberpengaruhpositifterhadapKeputusanPembelianlaptop merek Asus padapengunjung Plaza Medan Fair.
SedangkansecaraparsialdansecaraserempakvariabelKepercayaandanSikapmempunyai pengaruh paling dominanterhadapKeputusanPembelianlaptop merek Asus padapengunjung Plaza Medan Fair.Padakoefisiendeterminasi, nilai R sebesar 0,618 berarti hubungan antara motivasi, persepsi, pembelajaran kepercayaan dan sikap terhadap keputusan pembelian sebesar 61,8 %artinyahubunganantar variable cukup erat. R Square sebesar 0,382 berarti 38,2 %variabelKeputusanPembeliandapatdijelaskanolehMotivasi, Persepsi, Pembelajaran, Kepercayaan dan Sikap. Sedangkan sisanya 61,80% dapatdijelaskanolehvariabel- variabel lain yang tidak diteliti dalam penelitianini.
Kata kunci :
Motivasi, Persepsi, Pembelajaran, Kepercayaan dan Sikap, dan keputusan Pembelian.
ABSTRACT
The purpose of this research is to identify and analyze the influence of motivation (X1), Perception (X2), Learning (X3), Belief and Attitude (X4) consumers on product purchasing decisions on brand laptop Asus visitors Plaza Medan Fair Medan.This study is a quantitative descriptive research. Where the statistical analysis method that uses multiple linear regression analysis, significant testing simultaneous partial and significant testing. Methods of data collection in this study was a questionnaire, observation and documentation. Methods of data analysis using descriptive and quantitative methods with Regression Analysis. This study used a sample of 50 respondents asThe resuts based on multiple linear regression analysis showed that the variables ofmotivation, perception, learning, beliefs and attitudes positive influence on the buying decision on the Asus brand laptop visitor Plaza Medan Fair. While partially and simultaneous confidence and attitude variables have the most dominant influence on the buying decision on the Asus brand laptop visitor Plaza Medan Fair. The coefficient of determination, R value of 0.618 means that the relationship between motivation, perception, learning, beliefs and attitudes towards the purchase decision of 61.8% means that the relationship between variables can simply rancid. .R Square of 0.382 means that 38.2% Purchase Decision variables can be explained by the motivation, perception, learning, beliefs and attitudes.While the remaining 61.80% can be explained by other variables not examined in this study.
Keywords: motivation, perception, learning, beliefs and attitudes, and purchase decisions.
DAFAR ISI
HalamanABSTRAK……………………………………………………………………………i
ABSTRACT2.3.1 PengertianPembelajaran ......................................................................... 20
2.6.2 Langkah-langkahKeputusanPembelianKonsumen ............................... 31
2.6.1 ProsesPengambilanKeputusanPembelianKonsumen ............................ 29
2.5 TeoritentangKeputusanPembelianKonsumen ....................................................... 28
2.4.8 HubunganantaraKepercayaandanSikap.................................................. 28
2.4.7 KomponenSikap ..................................................................................... 27
2.4.6 Faktor-faktor yang MempengaruhiSikap .............................................. 25
2.4.5 FungsiSikap ............................................................................................ 24
2.4.4 PengertianSikap...................................................................................... 23
2.4.3 PenciptaanKepercayaanSecaraLangsung ............................................... 23
2.4.2 Jenis-jenisKepercayaan .......................................................................... 23
2.4.1 PengertianKepercayaan ......................................................................... 22
2.4TeoritentangKepercayaandanSikap........................................................................ 22
2.3.2 Syarat Proses Pembelajaran ................................................................... 20
2.3TeoritentangPembelajaran...................................................................................... 20
………………………………………………………………………….ii
KATAPENGANTAR……………………………………………………………….iii
DAFTARISI…………………………………………………………………………iv
DAFTARTABEL…………………………………………………………………….v
DAFTAR GAMBAR………………………………………………………………..vi
DAFTARLAMPIRAN……………………………………………………………..vii
2.2.2 Karakteristik Stimulus yang MempengaruhiPersepsi ............................ 18
2.2.1 PengertianPersepsi ................................................................................. 17
2.2TeoritentangPersepsi .............................................................................................. 17
2.1.3 KlasifikasiMotivasi ................................................................................ 16
2.1.2 MetodedanBentukPemberianMotivasi ................................................... 11
2.1.1 Pengertian Motivasi ............................................................................... 11
2.1 Teori tentang Motivasi .......................................................................................... 11
BAB II TINJAUAN PUSTAKA
1.4ManfaatPenelitian .................................................................................................. 12
1.3 TujuanPenelitian .................................................................................................. 11
1.2 PerumusanMasalah .............................................................................................. 11
1.1 LatarBelakangMasalah ........................................................................................... 1
BAB 1 PENDAHULUAN
2.6 PenelitianTerdahulu .............................................................................................. 34
2.8 Hipotesis ................................................................................................................ 38
3.11.1 UjiNormalitas ..................................................................................... 51
4.1.2 Model Analisis Data ........................................................................................... 62
4.1.8 Penghargaan-penghargaan yang Berhasildiraiholeh Asus .................... 61
4.1.7 Jajaran Produk Sukses Asus .................................................................. 60
4.1.6 MisidanFilosofi ...................................................................................... 59
4.1.5 Visi Perusahaan ...................................................................................... 59
4.1.4 Notebook Asus ....................................................................................... 58
4.1.3 Pengembangan Perusahaan .................................................................... 58
4.1.2 Struktur Organisasi Perusahaan Asus .................................................... 55
4.1.1 GambaranUmum Perusahaan ................................................................ 53
4.1Hasil Penelitian ..................................................................................................... 53
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
3.11.3 UjiMultikolinearitas ........................................................................... 51
3.11.2 UjiHeteroskedastisitas ........................................................................ 51
3.11 UjiAsumsiKlasik ............................................................................................... 51
BAB III METODE PENELITIAN Halaman
3.10.2AnalisisStatistik (Analisis Regresi Berganda) ...................................... 50
3.10.1 AnalisisDeskriftif ............................................................................... 50
3.10 Model Analisis Data ............................................................................................ 50
3.9.2 UjiReabilitas .......................................................................................... 49
3.9 UjiValiditasdanReabilitas .................................................................................... 46 3..9.1UjiValiditas ............................................................................................ 46
3.8 Jenis DatadanSumber ........................................................................................... 45
3.7 MetodePengumpulan Data ................................................................................... 45
3.6 SkalaPengukuranVariabel .................................................................................... 44
3.5 DefinisiOperasionalVariabel ................................................................................ 41
3.4.2 Sampel ................................................................................................... 40
3.4.1 Populasi ................................................................................................. 40
3.4 PopulasidanSampel .............................................................................................. 40
3.3 BatasanOpersionalPenelitian................................................................................ 39
3.1 JenisPenelitian ....................................................................................................... 39
4.1.2.1 Karakteristik Responden ..................................................................... 62
4.2 UjiAsumsiKlasik ................................................................................................... 69
4.2.1 Uji Normalitas ........................................................................................ 69
4.2.2 Uji Heteroskedastisitas ........................................................................... 72
4.2.3 Uji Multikolinieritas ....................................................................... ……74
4.3 Analisis Statistik ( Analisis Regresi Berganda) .................................................... 75
4.3.1 Model Regresi Berganda ............................................................................ ……78
4.3.2 Pengujian Koefisien Determinasi (R2) ...................................................... ……78
4.3.3 Uji F, Uji Secara Serempak/Simultan ............................................ ……80
BAB V KESIMPULAN DAN SARAN
5.1Kesimpulan ............................................................................................................ 86
5.2 Saran ..................................................................................................................... 87 Daftar Pustaka ............................................................................................................. 89 LAMPIRAN
DAFTAR TABEL
Halaman Tabel 1.1 Daftar Laptop Asus 2014 Harga dan Spesifikasi ......................................... 8Tabel 2.1 PenelitianTerdahulu .................................................................................... 36Tabel 3.2 Skala Pengukuran Variabel ........................................................................ 44Tabel 3.3 Uji Validitas ............................................................................................... 47Tabel 3.4 Uji Validitas ............................................................................................... 48Tabel 3.5 Uji Realibilitas ........................................................................................... 49Tabel 4.1 Karakteristik Responden Berdasarkan Usia ............................................... 62Tabel 4.2 Karakteristik Berdasarkan Jenis Kelamin ................................................... 62Tabel 4.3 Karakteristik Berdasarkan Pekerjaan .......................................................... 63Tabel 4.4 Jawaban Responden TerhadapVariabel Motivasi (X1) .............................. 64Tabel 4.5 Jawaban Responden Terhadap Variabel Persepsi (X2) .............................. 65Tabel 4.6 Jawaban Responden Terhadap Variabel Pembelajaran (X3) ...................... 66Tabel 4.7Jawaban Responden Terhadap Variabel Kepercayaan dan Sikap (X4) ....... 67
Tabel 4.8 Jawaban Responden Terhadap Variabel Keputusan Pembelian (Y) ........... 68Tabel 4.9 Pendekatan Kolmogorv-Smirnov ............................................................... 71Tabel 4.10 Uji Glejser ................................................................................................. 74Tabel 4.11 Uji Nilai Tolerance dan VIF ..................................................................... 75Tabel 4.12 Analisis Regresi Linier Berganda ............................................................. 77Tabel 4.13 Koefisisen Determinasi ............................................................................. 79Tabel 4.12 Uji F .......................................................................................................... 82Tabel 4.13 Uji t ........................................................................................................... 84
DAFTAR GAMBAR
Halaman Gambar 1.1 Asus sebagai Pemimpin dalam Sektor Kehandalan .................................. 8Gambar 1.2 Ketahanan Build Notebook, ASUS Paling Baik .................................... 36Gambar 2.2 Model Lima Tahap Proses Keputusan Pembelian Konsumen ............... 44Gambar 2.3 Kerangka Konseptual ............................................................................. 47Gambar 4.1 Grafik Histogram UjiNormalitas ............................................................ 48Gambar4.2 Scatter Plot Uji Normalitas ..................................................................... 49