Analisis pengaruh brand, style, price dan social identity terhadap repurchase intention gen-y pada merek fashion uniqlo di Surabaya

Wisanggeni, Mochammad Helmi (2018) Analisis pengaruh brand, style, price dan social identity terhadap repurchase intention gen-y pada merek fashion uniqlo di Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Perubahan dalam pengeluaran konsumsi paling baik dipahami dengan mengambil pendekatan generasi. Gaya hidup dan nilai sosial yang ditentukan oleh generasi, memiliki pengaruh yang sama terhadap pembelian. Motivasi konsumen dan keterlibatan pembelian sering berkenaan dengan usia, sehingga mendapatkan pemahaman yang lebih dalam dengan mempertimbangkan kelompok generasi. Generasi Y (Gen-Y) atau milenium telah menjadi kekuatan utama di pasar karena lebih besar menghabiskan barang konsumsi dalam jumlah signifikan, khususnya pakaian jadi branded seperti Uniqlo, yang masuk Brand Value 10 merek Fashion tahun 2017. Penelitian ini bertujuan untuk mengetahui pengaruh brand, style, price, dan social identity terhadap Repurchase Intention Gen-Y Pada Merek Fashion Uniqlo di Surabaya. Manfaat yang diharapkan dari penelitian ini adalah dapat dijadikan sebagai referensi dan bahan pertimbangan perusahaan dalam penetapan strategi perusahaan ke depan. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS 20.0. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 105 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun yang melakukan pembelian produk pakaian jadi dari Uniqlo di Surabaya dalam waktu enam bulan terakhir. Hasil penelitian menunjukkan bahwa brand berpengaruh signifikan terhadap Repurchase Intention, dengan hasil yang signifikan kearah positif dengan nilai Prob. Kausalnya 0,024 ≤ 0,05 (signifikan) dan nilai C.R = 2,263; Style berpengaruh signifikan terhadap Repurchase Intention, dengan hasil yang signifikan kearah positif dengan nilai Prob. Kausalnya 0,012 ≤ 0,05 (signifikan) dan nilai C.R = 2,524; Price berpengaruh signifikan terhadap Repurchase Intention, dengan hasil yang signifikan kearah positif dengan nilai Prob. Kausalnya 0,028 ≤ 0,05 (signifikan) dan nilai C.R = 2,202; dan Social Identity berpengaruh signifikan terhadap Repurchase Intention konsumen Gen-Y pada Merek Fashion Uniqlo Surabaya, dengan hasil yang signifikan kearah positif dengan nilai Prob. Kausalnya 0,001 ≤ 0,05 (signifikan) dan nilai C.R = 3,219. Adapun berdasarkan nilai koefisien regresi, variabel paling dominan mempengaruhi Repurchase Intention adalah Social Identity / Changes in consumption spending are best understood by taking a generation approach. Lifestyle and social value determined by generations have the same effect on purchases. Consumer motivation and purchasing engagement are often age-related, thereby gaining a deeper understanding by considering generation groups. Generation Y (Gen-Y) or millennium has become a major force in the market because it consumes larger amounts of significant consumption goods, especially branded clothing like Uniqlo, which enters Brand Value 10 Fashion brand in 2017. This study aims to determine the effect of brand, style, price, and social identity on Repurchase Intention Gen-Y at Uniqlo Fashion Brand in Surabaya. The expected benefit of this research is to be used as a reference and consideration of the company in determining the company's strategy forward. This research is a causal research. The research method used is quantitative method with data processing using AMOS 20.0. The data was collected by distributing questionnaires to 105 respondents with characteristics of male and female respondents aged 18-60 years who purchased apparel products from Uniqlo in Surabaya within the last six months. The results showed that the brand had a significant effect on Repurchase Intention, with a significant positive towards Prob value the causal is 0.024 ≤ 0.05 (significant) and the value of C.R = 2.263; Style has a significant effect on Repurchase Intention, with a significant positive towards Prob value the causal is 0.012 ≤ 0.05 (significant) and the value of C.R = 2,524; Price has a significant effect on Repurchase Intention, with a significant positive outcome with Prob value the causal is 0.028 ≤ 0.05 (significant) and the value of C.R = 2.202; and Social Identity have a significant effect on Repurchase Intention of Gen Y consumer in Fashion Brand Uniqlo Surabaya, with significant result towards positive with Prob value the causal 0.001 ≤ 0.05 (significant) and the value of C.R = 3.219. As for the value of the regression coefficient, the most dominant variable affecting Repurchase Intention is Social Identity

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