i PENGARUH DISCOUNT PRICE, IN-STORE DISPLAY DAN SALES PEOPLE TERHADAP PEMBELIAN IMPULSIF DENGAN IMPULSE BUYING TENDENCY SEBAGAI VARIABEL MODERASI (Studi Pada Konsumen MDS Hartono Lifestyle Mall) SKRIPSI Disusun untuk Melengkapi Tugas-Tugas dan Memenuhi Persyaratan Guna Meraih Gelar Sarjana Ekonomi Program Studi S1 Manajemen Transfer Fakultas Ekonomi dan Bisnis Universitas Sebelas Maret Surakarta Disusun oleh : AGUSTINA SETIYOWATI F1214004 FAKULTAS EKONOMI DAN BISNIS
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PENGARUH DISCOUNT PRICE, IN-STORE DISPLAY DAN SALES PEOPLE
TERHADAP PEMBELIAN IMPULSIF DENGAN IMPULSE BUYING
TENDENCY SEBAGAI VARIABEL MODERASI
(Studi Pada Konsumen MDS Hartono Lifestyle Mall)
SKRIPSI
Disusun untuk Melengkapi Tugas-Tugas dan Memenuhi
Persyaratan Guna Meraih Gelar Sarjana Ekonomi
Program Studi S1 Manajemen Transfer Fakultas Ekonomi dan Bisnis
Universitas Sebelas Maret Surakarta
Disusun oleh :
AGUSTINA SETIYOWATI
F1214004
FAKULTAS EKONOMI DAN BISNIS
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UNIVERSITAS SEBELAS MARET (UNS)
SURAKARTA
2016
ABSTRAK
“PENGARUH DISCOUNT PRICE, IN-STORE DISPLAY DAN SALESPEOPLE TERHADAP PEMBELIAN IMPULSIF DENGAN IMPULSE BUYING
TENDECY SEBAGAI VARIABEL MODERASI”
(Studi Pada Konsumen MDS Hartono Lifestyle Mall)
AGUSTINA SETIYOWATIF1214004
Studi ini bertujuan menguji pengaruh impulse buying tendency dalammemoderasi hubungan antara discount price, in-store display dan salespeople pada pembelian impulsif. Secara khusus, studi ini menguji apakahdiscount price, in-store display, sales people dan impulse buying tendencymerupakan variable yang penting dalam membentuk pembelian impulsif.
Data diperoleh melalui survei dengan melakukan penyebarankuesioner kepada responden. Sampel terdiri atas 110 konsumen MDS diHartono Lifestyle Mall yang melakukan pembelian impulsif. PLS digunakanuntuk menjelaskan hubungan antara variabel yang dihipotesiskan.
Hasil menunjukkan bahwa discount price berpengaruh signifikan padapembelian impulsif, in-store display berpengaruh signifikan pada pembelianimpulsif, sales people berpengaruh signifikan pada pembelian impulsif,impulse buying tendency memperkuat hubungan antara discount price,in-store display dan sales people pada pembelian impulsif.
Dalam studi ini, keterbatasan dan implikasi penelitian juga didiskusikan guna memberikan wawasan aspek teoritis, praktis,dan penelitianlanjutan.
"INFLUENCE DISCOUNT PRICE, IN-STORE DISPLAY AND SALES PEOPLETO THE PURCHASE IMPULSIF WITH IMPULSE BUYING TENDECY AS A
VARIABLE MODERATION"
(Study On Consumers MDS Hartono Lifestyle Mall)
AGUSTINA SETIYOWATIF1214004
This study aims to test the influence of impulse buying tendency inmoderate the relationship between discount price, in-store display and salespeople on the impulse buying. Specifically, this study tests whether thediscount price, in-store display, sales people and impulse buying tendency isan important variable in the form of impulse buying.
The Data obtained through the survey by doing the spread of thequestionnaire to the respondents. The sample consists of 110 customers MDSin Hartono Lifestyle Mall that make impulse buying. PLS is used to explain therelationship between the variables in the hypothesis.
The result shows that the discount price significant influence on theimpulse buying, in-store display a significant influence on the impulse buying,sales people a significant influential on the impulse buying, impulse buyingtendency to strengthen the relationship between discount price, in-store displayand sales people on the impulse buying.
In this study, limitations and implications of the research also arediscussed in order to provide insights into the theoretical aspects, practical,andfurther research.
BAB III METODE PENELITIAN 50 3.1 Desain Penelitian 50
3.2 Populasi, Sampel dan Teknik Sampel 52 3.3 Sumber Data dan Metode Pengumpulan Data 54 3.4 Definisi Operasional 54 3.5 Metode Analisis Data 56 3.5.1 Analisis Deskriptif 56 3.5.2 Uji Instrumen Penelitian 57 3.5.3 Pengujian Data 58 3.5.4 Pengujuan Hipotesis 62
BAB IV ANALISIS DATA DAN PEMBAHASAN 63 4.1 Obyek Penelitian 63 4.2 Analisis Statistik Deskriptif 66 4.3 Tanggapan Responden 68 4.3.1 Discount Price 69 4.3.2 In-store Display 70 4.3.3 Sales People 71 4.3.4 Impulse Buying Tendency 72 4.3.5 Pembelian impulsif 73 4.4 Uji Instumen Penelitian 73 4.4.1 Validitas 73
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4.4.2 Reliabilitas 76 4.5 Pengujian Model 77 4.6 Pengujian Hipotesis 79 4.6.1 Ui Hipotesis 1 80 4.6.2 Uji Hipotesis 2 81 4.6.3.Uji Hipotesis 3 81 4.6.4 Uji Hipotesis 4 81 4.6.5 Uji Hipotesis 5 82 4.6.6 Uji Hipotesis 6 82 4.7 Pembahasan 83 4.7.1 Hubungan DP pada PI 83 4.7.2 Hubungan ID pada PI 83 4.7.3 Hubungan SP pada PI 84 4.7.4 Hubungan IBT memoderasi DP pada PI 85 4.7.5 Hubungan IBT memoderasi ID pada PI 85 4.7.6 Hubungan IBT memoderasi SP pada PI 86
BAB V SIMPULAN, SARAN DAN IMPLIKASI 87 5.1 Simpulan 87 5.2 Saran 88 5.3 Implikasi Studi 88 5.3.1 Implikasi Teoristis 89 5.3.2 Implikasi Praktis 89 5.3.3 Implikasi Metodelogi 89 5.3.4 Implikasi Bagi Studi Lanjutan 90 5.5 Keterbatasan Penelitian 90DAFTAR PUSTAKA 92
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DAFTAR TABELTabel 2.1 Penelitian Terdahulu 45Tabel 3.1 Devinisi dab Indikator Penelitian 55Tabel 4.1 Deskriptif Data Responden 66Tabel 4.2 Tanggapan Responden Discount Price 69Tabel 4.3 Tanggapan responden In-store Display 70Tabel 4.4 Tanggapan responden Sales people 71Tabel 4.5 Tanggapan responden IBT 72Tabel 4.6 Tanggapan Responden PI 73Tabel 4.7 KMO and Bartlett’s Test 74Tabel 4.8 Analisis Faktor Rotated Component Matrix 75TabeI 4.9 Rotated Componenet Matrix (eliminasi) 76Tabel 4.10 Hasil Uji Reliabelitas 77Tabel 4.11 Haasil Pengujian Model 77Tabel 4.12 Path Coefficient 79
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DAFTAR GAMBARGambar 2.1 Kerangka Penelitian 48Gambar 4.1 Model Hasil Penelitian 80
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