Intensitas pembelian produk sepatu dengan merk asing di Jakarta

Pramono, Inggra (2017) Intensitas pembelian produk sepatu dengan merk asing di Jakarta. Masters thesis, Universitas Pelita Harapan.

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Abstract

Tujuan penelitian ini adalah mengetahui bagaimana Luxury brand footwear menjadi salah satu kebutuhan pokok yang sering di konsumsi oleh banyak individu, selain itu salah satu tujuan individu memakai sepatu luxury brand yaitu selain kualitas yang cukup memadai, sepatu luxury brand cenderung memiliki health and safety dalam menggunakannya. Berkembangnya pengujian intensitas membeli khususnya yang di korelasikan dengan variabel tersebut menjadi suatu topik yang menarik untuk di teliti khususnya dalam melihat fenomena mengenai intensitas membeli dalam sepatu merk asing. Ada enam variable yang terdapat dalam penelitian ini untuk mengetahui apa yang mempengaruhi konsumen dalam membeli produk merk asing. face saving, group conformity, subjective norm, perceived behavioral control merupakan variable independen terhadap variable dependen behavioral intention yang di mediasi oleh variabel attitude toward dalam penelitian ini, dimana variabel tersebut merupakan karakteristik konsumen sebagai penentu awal tindakan untuk mempengaruhi personal konsumen. Sampel responden dalam penelitian ini yaitu mahasiswa/i. Universitas Pelita Harapan Jakarta. Data yang digunakan pada penelitian ini adalah data primer yang diperoleh melalui penyebaran kuesioner kepada responden sebanyak 100 responden. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model – Partial Least Square (SEM-PLS). Hasil penelitian yang ditemukan bahwa faktor yang mempengaruhi konsumen berminat terhadap sepatu merk asing adalah Group face saving memiliki pengaruh yang signifikan terhadap attitude toward yaitu perilaku seseorang dapat diliat dari karakterisktik wajah personal tersebut yang mendorong konsumen berminat terhadap sepatu merk asing dalam keterlibatan fungsional dan simbolik. Hasil positif dari pengukuran variabel menunjukan bahwa pentingnya perusahaan untuk memperhatikan variabel – variabel tersebut sehingga dapat diterapkan dan mampu meningkatkan kepuasan pelanggan khususnya dalam bidang ritel / The purpose of this study is to find out how Luxury brand footwear become one of the basic needs that are often in consumption by many individuals, besides one of the individual destination wear brand luxury shoes in addition to adequate quality, luxury brand shoes tend to have health and safety in using it. The development of buy intensity testing especially those correlated with these variables becomes an interesting topic to be especially observed in phenomenon regarding the intensity of buying in foreign brands shoes. There are six variables contained in this study to find out what affects consumers in buying foreign brands products. Face saving, group conformity, subjective norm, perceived behavioral control is an independent variable to the dependent variable of behavioral intention which is mediated by attitude toward attribute in this research, where the variable is consumer characteristic as the initial determinant of action to influence personal consumer. The sample of respondents in this study are students / i. Universitas Pelita Harapan Jakarta. The data used in this study is the primary data obtained through the distribution of questionnaires to respondents as much as 100 respondents. Data analysis method used in this research is Structural Equation Model - Partial Least Square (SEM-PLS). The result of the research found that the factors that influence the consumer interest in the foreign brand shoes are group face saving has a significant effect on the attitude toward the behavior of the person can be diliat of the characteristic of personal face that encourage the consumer to interested in the foreign brand shoes in the functional and symbolic involvement. The positive result from the measurement of variables shows that the importance of the company to pay attention to these variables so that it can be applied and able to increase customer satisfaction especially in the retail field

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