PURCHASE DECISIONS SEPATU OLAHRAGA NIKE (STUDI PADA ...

PURCHASE DECISIONS SEPATU OLAHRAGA NIKE

(STUDI PADA KECAMATAN CILANDAK JAKARTA SELATAN)

SKRIPSI

MAUDILA KHAIRANI 1510111146

PROGRAM STUDI MANAJEMEN PROGRAM SARJANA

FAKULTAS EKONOMI DAN BISNIS

UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA

2019

PURCHASE DECISIONS SEPATU OLAHRAGA NIKE

(STUDI PADA KECAMATAN CILANDAK JAKARTA SELATAN)

SKRIPSI

Diajukan Sebagai Salah Satu Syarat Untuk Memperoleh Gelar

Sarjana Manajemen

MAUDILA KHAIRANI 1510111146

PROGRAM STUDI MANAJEMEN PROGRAM SARJANA

FAKULTAS EKONOMI DAN BISNIS

UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA

2019

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PURCHASE DECISIONS OF NIKE’S SPORTS SHOES

(STUDY ON CILANDAK SUB-DISTRICT, SOUTH JAKARTA)

By Maudila Khairani

OAbstractO

Thisiresearchiwasiconducteditoiproveitheiinfluenceiofiprices,iproductiquality,iand

promotioniofipurchasingidecisions for Nike sports shoes. The population used in

this study were Citizens of Cilandak Sub-district, South Jakarta with a sample of

75 respondents and distributed questionnaires to obtain respondents answers. The

analytical tool used for this study is Partial Least Square 3.0 (PLS).iTheiresultsiof

thezstudyzshowed that (1)zthezpricezhaszazsignificantweffectwionWpurchasing

decisionsuwithitheiresults ofitheit-statistic test that tcount 5,856 > ttable 1,994 andia

significantuvalueuofu0,000u<u0,05.i(2)iproductiquality hasiaisignificantieffection

purchasing decisionswwithcthe resultscofcthe t-statistic test that tcount 2.426 > ttable

1,994 and a significant value of 0,016 < 0,05. (3) promotion has a significant

effect on purchasing decisions with the results of the t-statistic test that is tcount

2,545 > ttable 1,994 and a significant valueiofi0,011 <o0,05.

Keywords:iPrice,iProductiQuality,iPromotion,iPurchaseiDecisions.

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KEPUTUSANiPEMBELIANiSEPATU OLAHRAGAiNIKE

(STUDIiPADAiKECAMATAN CILANDAK

JAKARTA SELATAN)

Oleh Maudila Khairani

iAbstraki

PenelitianziniWdilakukanIuntukLmembuktikan adanyaLpengaruhPharga,Ikualitas

produk,ZdanZpromosiZterhadapZkeputusanZpembelianZsepatu olahraga Nike.

Populasi yang digunakan pada penelitian ini adalah Warga Kecamatan Cilandak

Jakarta Selatan dengan sampel sebanyak 75 responden dan menyebarkan

kuesioner untuk mendapatkan jawaban responden. Alat analisis yang digunakan

untuk penelitian ini adalah Partial Least Square 3.0 (PLS). Hasil dariIpenelitian

menunjukanZbahwaZ(1)ZhargaZIberpengaruhZIsignifikanZIterhadapZIkeputusan

pembelianZdenganZhasilZujiZt-statistik yaitu thitung 5,856 > ttabel 1,994 dan nilai

signifikan sebesar 0,000 < 0,05. (2) kualitas produk berpengaruh signifikan

terhadap keputusan pembelian dengan hasil uji t-statistik yaitu thitung 2,426 > ttabel

1,994 dan nilai signifikan sebesar 0,016 < 0,05. (3) promosi berpengaruh

signifikan terhadap keputusan pembelian dengan hasil uji t-statistik yaitu thitung

2,545 >IttabelI1,994IdanInilaiIsignifikanIsebesarI0,011 <I0,05.

KataIKunci:IHarga,IKualitasIProduk,IPromosi,IKeputusanIPembelian.

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.PRAKATA.

“Puji dan syukur penulis panjatkan kepada Allah SWT dan Nabi

Muhammad SAW, sehingga usulan penelitian ini berhasil diselesaikan. Judul

yang dipilih dalam penelitian ini adalah “Purchase Decisions Sepatu Olahraga

Nike (Studi Pada Kecamatan Cilandak Jakarta Selatan)”. Terima kasih

penulis ucapkan kepada Bapak Drs. Munasiron Miftah, M.M.PselakuPPlt.PDekan

FakultasWEkonomiWdanWBisnisPUniversitas Pembangunan Nasional “Veteran”

JakartaPdan Bapak Wahyudi,zS.E.,M.M.iselaku Ketua Program StudiiManajemen

serta Bapak Drs. Hariyanto Ridwan, M.M.iselakuidosenipembimbingiI dan Ibu Dr.

MigunaWAstuti,WS.Si,.M.M.Rselaku dosen pembimbing II, yang telah banyak

memberikan bimbingan maupun arahan selama penelitian ini berjalan,Zserta

kepadazseluruhzdoseniFakultasiEkonomiidaniBisnisiUPN “Veteran”iJakartaiyang

telahimemberikanibimbinganiakademikibagiipenulisiselamaiperkuliahan.

“Disamping itu, ucapan terima kasih penulis sampaikan kepada Bapak

Muryamin Permedi dan Ibu Fatmawati selaku kedua orang tua tercinta dan kedua

adik saya, Ail dan Widya yang tidak henti-hentinya memberikan penulis semangat

dan doa dalam menyelesaikan tugas akhir ini. Tidak lupa penulis sampaikan

terimakasih kepada Dini yang telah banyak membantu penulis selama

perkuliahandan Jeremy yang selalu sabar mendengarkan keluh kesah dan

memberikan semangat kepada penulis.”

“Kepada orang-orang terdekat, Meliana, Meilia, Nadella, Shidiq, Rizky,

Rasuna, dan Tim Burger King Blok M Plaza, yang banyak memberikan dukungan,

semangat,odanmmembantu penulis.dalam penulisan skripsi.ini, serta.teman-teman

lain yang tidak bisa saya sebutkan satu-persatu tanpa mengurangi rasa hormat.”

Kritikidanisaranzpenelitizharapkan,zsemogaZIusulanZIpenelitianziniZdapat

bermanfaat.b

Jakarta, 05 JuliI2019

Maudila Khairani

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DAFTAR ISI

HALAMANISAMPUL ................................................................................. iI

HALAMANIJUDUL ..................................................................................... iiI

PERNYATAANIORISINALITAS ............................................................... iiiI

PERNYATAANIPERSETUJUANIPUBLIKASI ........................................ ivI

PENGESAHANI ............................................................................................ vI

ABSTRACT.................................................................................................... viI

ABSTRAK ..................................................................................................... vii

BERITA ACARA .......................................................................................... viiiI

PRAKATAI .................................................................................................... ixI

DAFTARIISI ................................................................................................. xI

DAFTARITABEL ......................................................................................... xiiiI

DAFTARIGAMBAR .................................................................................... xiv

DAFTARILAMPIRAN................................................................................. xv

BABiIiPENDAHULUAN .............................................................................. 1i

1.1. LatariBelakang .................................................................................. 1i

1.2. RumusaniMasalah ............................................................................. 5i

1.3. TujuaniPenelitian .............................................................................. 5

1.4. ManfaatiPenelitian ............................................................................ 6i

BABiIIiTINJAUANiPUSTAKA ................................................................... 7i

2.1. Tinjauan Pustaka ............................................................................... 7i

2.1.1. Pemasaran ......................................................................................... 7i

2.1.2. Keputusan Pembelian ........................................................................ 8i

2.1.2.1. Faktor-FaktoriyangiMempengaruhiiKeputusaniPembelian ................ 9i

2.1.2.2 Tahap-tahapiKeputusaniPembelian .................................................... 11

2.1.2.3 RangkaianiKeputusaniPembelian ...................................................... 12

2.1.3 Harga ................................................................................................ 13

2.1.3.1. Faktor-faktor.yang.Mempengaruhi.Harga .......................................... 14

2.1.3.2. Metode Penetapan.Harga ................................................................... 16

2.1.3.3. Strategi.Penentuan.Harga.dan Indikator Harga .................................. 16

2.1.4 KualitasiProduk ................................................................................. 18

2.1.4.1 Manfaat dan FungsiiKualitasiProduk ................................................. 18

2.1.4.2 DimensiiKualitasiProduk................................................................... 19

2.1.5 Promosi ............................................................................................. 21

2.1.5.1 Tujuan Promosi ................................................................................. 22

2.1.5.2 Metode Promosi (Bauran Promosi/Promotion Mix) ........................... 23

2.1.5.3. Indikator.Promosi. ............................................................................. 25

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2.1.6. Pengaruh.Harga.TerhadapiKeputusaniPembelian .............................. 25i

2.1.7. PengaruhiKualitasiProdukiTerhadapiKeputusaniPembelian ............... 26i

2.1.8. PengaruhiPromosiiTerhadap.KeputusaniPembelian ........................... 26i

2.2. ModeliPenelitianiEmpirik ................................................................. 27.

2.3. Hipotesis. .......................................................................................... 28

BABiIIIiMETODEiPENELITIAN ............................................................... 29

3.1 DefinisiiOperasionalidaniPengukuraniVariabel ................................. 29

3.1.1 DefinisiiOperasional .......................................................................... 29

3.1.2 PengukuraniVariabel ......................................................................... 30

3.2 MetodeiPenentuaniPopulasiidaniSampel ........................................... 30

3.2.1 Populasii ............................................................................................ 30

3.2.2 Sampeli .............................................................................................. 30

3.3 TeknikiPengumpulaniData ................................................................ 31

3.3.1 JenisiData .......................................................................................... 31

3.3.2 SumberiData ..................................................................................... 32

3.3.3 PengumpulaniData ............................................................................ 32

3.4 TeknikiAnalisaiDataidaniUjiiHipotesis ............................................. 33

3.4.1 AnalisisiDeskriptif ............................................................................ 33

3.4.2 UjiiValiditasidaniReliabilitas............................................................. 35

3.4.3 PartialiLeastiSquarei(PLS) ............................................................... 36

3.4.3.1 CaraiKerjaiPartialiLeastiSquarei(PLS) ............................................. 37

3.4.3.2 Langkah-langkahiPartialiLeastiSquarei(PLS) ................................... 38

3.4.4 UjiiHipotesis ..................................................................................... 38

3.4.4.1 UjiiSignifikaniParsiali(Uji-t) ............................................................. 38

3.4.4.2 UjiiKoefisieniDeterminasii(R2) ......................................................... 39

3.5 KerangkaiModeliPenelitian ............................................................... 39

BABiIViHASILiDANiPEMBAHASAN........................................................ 41

4.1 DeskripsiiObjekiPenelitian ................................................................ 41

4.1.1 SejarahiNike dan Jenis Produk Nike .................................................. 41i

4.2 DeskripsiiData................................................................................... 43

4.2.1 DeskripsiiDataiResponden ................................................................ 43

4.2.2 AnalisisiDeskriptif ............................................................................ 45

4.3 Analisis Data daniUjiiHipotesis ......................................................... 50

4.3.1 ModeliPengukurani(OuteriModel) .................................................... 50

4.3.1.1 UjiiValiditasiKonvergen .................................................................... 53

4.3.1.2 UjiiValiditasiDeskriminan ................................................................. 54

4.3.1.3 UjiiReliabilitasiPartialiLeastiSquare ................................................. 55

4.3.2 ModeliStrukturali(InneriModel) ........................................................ 55

4.3.2.1 R-Squarei .......................................................................................... 56

4.3.2.2 UjiiHipotesis ..................................................................................... 56

4.3.2.3 Ujiit-Statistik .................................................................................... 57

4.4 Pembahasani ...................................................................................... 59

4.4.1 PengaruhiHargaiTerhadapiKeputusaniPembelian .............................. 59

4.4.2 PengaruhiKualitasiProdukiTerhadapiKeputusaniPembelian ............... 59

4.4.3 PengaruhiPromosiiTerhadapiKeputusaniPembelian ........................... 60

4.5 Keterbatasan Penelitian ..................................................................... 61

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BAB V SIMPULAN DAN SARAN ............................................................... 62

5.1 Simpulan ........................................................................................... 62

5.2 Saran ................................................................................................. 62

DAFTAR PUSTAKA .................................................................................... 64

RIWAYAT HIDUP

LAMPIRAN

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DAFTAR TABEL

Tabel 1. TOP Brand Index Sepatu Olahraga Tahun 2016 s/d 2018 ..................... 2i

Tabel 2. PengukuraniVariabel ............................................................................ 30

Tabel 3. SkalaiLikert.......................................................................................... 33

Tabel 4. Kisi-kisiiInstrumen .............................................................................. 33

Tabel 5. PeringkatiJawabaniResponden ............................................................. 34

Tabel 6. InterpretasiiNilaiiIndeksiResponden..................................................... 34

Tabel7. InterpretasiiNilaiiIndeksiResponden..................................................... 46

Tabel 8. HasiliTanggapaniRespondeniTerhadapiVariabeliHarga........................ 46

Tabel 9. HasiliTanggapaniRespondeniTerhadapiVariabeliKualitas Produk ........ 47

Tabel 10. HasiliTanggapaniRespondeniTerhadapiVariabeliPromosi .................... 48

Tabel 11. HasiliTanggapan RespondeniTerhadapiVariabeliKeputusaniPembelian 49

Tabel 12. OuteriLoadingiFactor .......................................................................... 53

Tabel 13. Fornell-LackeriCriterium..................................................................... 54

Tabel 14. AverageiVarianceiExtractedi(AVE) ..................................................... 54

Tabel 15. CompositeiReliabilityidaniCronbach’siAlpha ....................................... 55

Tabel 16. NilaiiRiSquare ..................................................................................... 56 Tabel17. HasiliNilaiiKoefisieniAnalisisiJalur ..................................................... 56

Tabel 18. HasiliUjiit-Statistik .............................................................................. 57

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DAFTAR GAMBAR

Gambari1. Model Penelitian Empirik ........................................................... 27

Gambari2. Langkah-langkah Analisis PLS ................................................... 38

Gambar 3. Kerangka Model Penelitian ........................................................ 40

Gambar 4. Jenis-jenis Sepatu Olahraga Nike ................................................ 42

Gambar 5. Diagram Jenis Kelamin .............................................................. 43

Gambar 6. Diagram Usia ............................................................................. 44

Gambar 7. Diagram Pekerjaan ..................................................................... 45

Gambar 8. Outer Model ............................................................................... 51

Gambar 9. Inner Model ............................................................................... 58

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DAFTARiLAMPIRAN

Lampirani1. PenelitianiTerdahulu

Lampirani2. MatriksiPenelitianiTerdahulu

Lampirani3. KuesioneriPenelitian

Lampirani4. HasiliDataiDeskripsiiResponden

Lampirani5. DataiKuesioneri75iResponden

Lampirani6. HasiliAnalisaiDeskriptif

Lampirani7. KerangkaiModeliPLS

Lampirani8. HasiliOutputiOuteriModeliPLS

Lampirani9. HasiliOutputiInneriModel

Lampirani10. HasiliOutputiModeliPLS

Lampirani11. Surat Balasan Riset Kecamatan Cilandak

Lampiran 12. Hasil Turnitin