Analisis faktor-faktor yang mempengaruhi patronage frequency dalam industri fastfashion (studi kasus: sogo department store di Surabaya)

Koapaha, Janet Devina (2019) Analisis faktor-faktor yang mempengaruhi patronage frequency dalam industri fastfashion (studi kasus: sogo department store di Surabaya). Masters thesis, Universtitas Pelita Harapan.

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Abstract

Industri fashion mengalami perkembangan pesat di Indonesia. Fashion memiliki peran yang penting dalam perekonomian nasional dan merupakan kontributor terbesar kedua setelah kuliner dalam sektor ekonomi kreatif sebesar Rp. 166 triliun terhadap Produk Domestik Bruto. SOGO merupakan salah satu destinasi belanja one-stop yang menawarkan berbagai macam produk lokal maupun global seperti kosmetik, parfum, fashion laki-laki, perempuan, dan anak-anak, dan juga aksesoris. SOGO sudah memiliki 18 department stores yang tersebar di 8 kota besar di Indonesia. SOGO memiliki 3 toko di Surabaya yang menunjukkan bahwa konsumen Surabaya memiliki jumlah kunjungan dan daya beli yang besar sehingga memberikan keuntungan bagi perusahaan. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Aesthetics & Architectural Design, Escapism, Exploration, Flow, Tenant Mix, Role Playing/Enactment, Convenience, Social Networking, Product Quality & Assortment, Prices of Products, dan Promotional Offer terhadap Patronage Frequency melalui Attitude konsumen. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh Attitude konsumen sehingga meningkatkan Patronage Frequency yang pada akhirnya akan menaikkan tingkat kunjungan kosumen terhadap SOGO Department Store. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 420 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, berdomisili di Surabaya, pernah berbelanja di SOGO minimal 2 kali dalam 6 bulan terakhir, dan pernah berbelanja di SOGO untuk orang lain. Hasil penelitian menunjukkan bahwa Aesthetics & Architectural Design berpengaruh signifikan terhadap Attitude dengan koefisien regresi sebesar 0.339; Escapism berpengaruh signifikan terhadap Attitude dengan koefisien regresi sebesar 0.269; Exploration berpengaruh signifikan terhadap Attitude dengan koefisien regresi sebesar 0.261; Flow tidak berpengaruh signifikan terhadap Attitude dengan koefisien regresi sebesar 0.005; Tenant Mix tidak berpengaruh signifikan terhadap Attitude dengan koefisien regresi sebesar 0.037; Role Playing/Enactment tidak berpengaruh signifikan terhadap Attitude dengan koefisien regresi 0.038; Convenience tidak berpengaruh signifikan terhadap Attitude dengan koefisien regresi 0.027; Social Networking berpengaruh signifikan terhadap Attitude dengan koefisien regresi 0.177; Product Quality & Assortment berpengaruh signifikan terhadap Attitude dengan koefisien regresi 0.157; Prices of Product berpengaruh signifikan terhadap Attitude dengan koefisien regresi 0.346; Promotional Offer tidak berpengaruh signifikan terhadap Attitude dengan koefisien regresi 0.010; dan Attitude berpengaruh signifikan terhadap Patronage Frequency dengan koefisien regresi 0.151 / The fashion industry is growing rapidly in Indonesia. Fashion has an important role in the national economy and is the second largest contributor after culinary in the creative economy sector of Rp. 166 billions of Gross Domestic Product. SOGO is a one-stop-shopping place that offers a variety of local and global products such as cosmetics, perfumes, men's, women's and children's fashion, as well as accessories. SOGO already has 18 department stores in 8 major cities in Indonesia. SOGO has 3 stores in Surabaya, which shows that Surabaya consumers have a large number of visits and purchasing power, thus providing benefits for the company. This research was conducted to determine the influence of Aesthetics & Architectural Design, Escapism, Exploration, Flow, Tenant Mix, Role Playing/Enactment, Convenience, Social Networking, Product Quality & Assortment, Prices of Products, and Promotional Offer on Patronage Frequency through Attitude. The expected benefit of this research is to increase the repertoire of knowledge in the field of management, especially how much influence Attitude has so that it increases Patronage Frequency which will ultimately improve the rate of store visits at SOGO Department Store. This research is causal. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 420 respondents with the characteristics of male and female respondents aged 18-60 years, live in Surabaya, have bought products from SOGO at least twice in the last 6 months, and have shopped at SOGO for other people. The result shows that Aesthetics & Architectural Design with regression coefficient of 0.339 has significant effect on Attitude; Escapism with regression coefficient of 0.269 has significant effect on Attitude; Exploration with regression coefficient of 0.261 has significant effect on Attitude; Flow with regression coefficient of 0.005 has no significant effect on Attitude; Tenant Mix with regression coefficient of 0.037 has no significant effect on Attitude; Role Playing/Enactment with regression coefficient of 0.038 has no significant effect on Attitude; Convenience with regression coefficient of 0.027 has no significant effect on Attitude; Social Networking with regression coefficient of 0.177 has significant effect on Attitude; Product Quality & Assortment with regression coefficient of 0.157 has significant effect on Attitude; Prices of Product with regression coefficient of 0.346 has significant effect on Attitude; Promotional Offer with regression coefficient of 0.010 has no significant effect on Attitude; and Attitude with regression coefficient of 0.151 has significant effect on Patronage Frequency

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