Pengaruh langsung serta interaksi store-level promotion terhadap impulse purchase yang dimoderasi category familiarity dan normative influence pada produk perlengkapan telepon genggam di Tangerang

Christina, Yessica Tria (2017) Pengaruh langsung serta interaksi store-level promotion terhadap impulse purchase yang dimoderasi category familiarity dan normative influence pada produk perlengkapan telepon genggam di Tangerang. Masters thesis, Universitas Pelita Harapan.

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Abstract

Pertumbuhan ekonomi di Indonesia terus membaik terbukti dari besarnya PDB atas dasar harga berlaku tahun 2016 mencapai 4,79 persen dibanding tahun sebelumnya. Menurut data BPS pada tahun 2016 terdapat sebanyak 74 juta penduduk kelas menengah dan menengah atas, serta diperkirakan akan menjadi 141 juta orang pada tahun 2020. Penjualan telepon genggam juga terus meningkat, salah satu contoh perseroan terbatas yang meritelkan produk – produk perlengkapan telepon genggam dapat meraup penjualan neto mencapai Rp12.727,25 miliar per 31 Desember 2013, dengan segmen aksesoris dan lain-lain tercatat 1,77% dari penjualan neto atau sebesar Rp 219,28 miliar. Penjualan tersebut 3 kali lipat lebih besar dibanding tahun sebelumnya. Peningkatan penjualan ini dapat terjadi karena perseroan terbatas melakukan kegiatan Store-level Promotion dan menyatakan bahwa dengan adanya Store-level Promotion dapat mendatangkan keuntungan kompetitif bagi mereka. Dalam satu dekade ini perkembangan ritel meningkat yaitu dengan pertumbuhan rata – rata 17,57% per tahun pada 2007 hingga 2012. Penelitian terhadap Store-level Promotion di Indonesia akan dilakukan terhadap Impulse Purchase produk perlengkapan telepon genggam (seperti: headphones, power bank, bluetooth headset, pengisi daya (charger), kartu penyimpanan (memory card), dan modem USB atau dongle) sebagai objek penelitian. Tujuan penelitian ini ialah untuk menguji pengaruh langsung serta interaksi Store-Level Promotion terhadap Impulse Purchase yang dimoderasi Category Familiarity dan Normative Influence pada produk perlengkapan pelepon genggam di Tangerang. Data yang digunakan dalam penelitian ini adalah data primer yang didapatkan dengan menyebarkan kuisioner online kepada pelanggan 10 toko perlengkapan telepon genggam di Tangerang. Metode analisis data yang digunakan untuk mengolah 152 sampel dalam penelitian ini menggunakan Metode Partial Least Square (PLS) dengan aplikasi SmartPLS 3.0. Hasil penelitian menunjukkan bahwa Store-level Promotion berpengaruh positif dan signifikan terhadap Impulse Purchase. Kemudian variabel moderasi high Category Familiarity dan high Normative Influence keduanya memberikan pengaruh yang lebih kuat antara Store-level Promotion terhadap Impulse Purchase. Jadi dengan adanya Store-level Promotion dapat mempengaruhi masyarakat dalam pembelian produk (Impulse Purchase) perlengkapan telepon genggam secara spontan, dan pengaruhnya akan lebih kuat pada masyarakat high Category Familiarity dan high Normative Influence / Economic growth in Indonesia continues to improve as evidenced by the amount of GDP at current prices in 2016 reached 4.79 percent compared to the previous year. According to BPS data in 2016 there are 74 million (30% of the total population) of middle and upper middle class, and is estimated to be 141 million people by 2020. Mobile phone sales also continue to rise one example of a limited liability company that sell products - Mobile phone equipment products can generate net sales of Rp12,727.25 billion as of December 31, 2013, with accessories and other segments accounting for 1.77% of net sales or Rp 219.28 billion. The sale is 3 times larger than the previous year. This increase in sales may occur because the limited liability company does Store-level Promotion activities and states that with Store-level Promotion can bring a competitive advantage to them. In this decade, retail development has increased with an average growth of 17.57% per year in 2007 to 2012. The research on Store-level Promotion in Indonesia will be conducted on Impulse Purchase of mobile phone equipment product (for example: headphones, power bank, bluetooth headset, charger, memory card, and dongle) as research object. This study aims to test the direct and interactive effects of Store-Level Promotion on Impulse Purchase Moderated by Category Familiarity and Normative Influence on the product of mobile phone equipment in Tangerang. The data used in this study is the primary data obtained by distributing online questionnaires to customers of 10 mobile phone equipment stores in Tangerang. Partial Least Square Method (PLS) with SmartPLS 3.0 application used to calculate 152 samples data. The results showed that Store-level Promotion have positive and significant effect to Impulse Purchase. Then the moderate variables of high Category Familiarity and high Normative Influence both give a stronger influence between Store-level Promotion to Impulse Purchase. So with Store-level Promotion can affect the public in impulse purchase of spontaneous mobile phone equipment, and its influence will be stronger in High Category Familiarity and High Normative Influence community

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