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PENGARUH CONSUMER DECISION MAKING STYLES
TERHADAP ATTITUDE TOWARDONLINE SHOPPING DAN
PURCHASE INTENTION DI WWW.HIJUP.COM
SKRIPSI
DIAJUKAN UNTUK MEMENUHI SEBAGIAN PERSYARATAN
DALAM MEMPEROLEH GELAR SARJANA MANAJEMEN
DEPARTEMEN MANAJEMEN PROGRAM STUDI MANAJEMEN
DIAJUKAN OLEH
BAIYYINAH NURRAHMAH
NIM: 041211233090
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS AIRLANGGA
SURABAYA
2016
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PENGARUH CONSUMER DECISION ... BAIYYINAH NURRAHMAH
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ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
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ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PENGARUH CONSUMER DECISION ... BAIYYINAH NURRAHMAH
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KATA PENGANTAR
Segenap puja dan puji syukur kepada Allah SWT sebagai sumber dari segala
sumber pengetahuan, karena atas rahmat dan hidayah-Nya penyusunan skripsi
yang berjudul “PENGARUH DIMENSI CONSUMER DECISION MAKING
STYLES TERHADAP ATTITUDE TOWARD ONLINE SHOPPING DAN
PURCHASE INTENTION DI WWW.HIJUP.COM” ini dapat diselesaikan.
Penulis menyadari bahwa dalam proses penulisan skripsi ini banyak
mengalami kendala, namun berkat bantuan, bimbingan, kerjasama dari berbagai
pihak dan berkah dari Allah SWT sehingga kendala-kendala yang dihadapi
tersebut dapat diatasi. Untuk itu penulis menyampaikan ucapan terima kasih
kepada bapak, ibu, saudara-saudara, dan teman- teman seperjuangan.
Dalam penyusunan skripsi ini, penulis banyak memperoleh petunjuk dan
bimbingan dari berbagai pihak. Sehubungan dengan hal tersebut, maka pada
kesempatan ini penulis menyampaikan ucapan terima kasih dan penghargaan yang
sebesar-besarnya kepada:
1. Bapak Prof. Dr. Moh. Nasih, SE., MT., Ak., CA selaku rektor Universitas
Airlangga.
2. Ibu Prof. Dr. Dian Agustia, SE., M.Si., Ak., CA., CMA selaku dekan
Fakultas Ekonomi dan Bisnis Universitas Airlangga.
3. Ibu Dr. Praptini Yulianti, SE., M.Si selaku kepala departemen manajemen,
Fakultas Ekonomi dan Bisnis Universitas Airlangga.
4. Ibu Dr. Masmira Kurniawati, SE., M.Si selaku ketua program studi S1
manajemen, Fakultas Ekonomi dan Bisnis Universitas Airlangga.
5. Bapak Sony Kusumasondjaja, SE.,M.Com.,Ph.D selaku dosen
pembimbing penulis, terima kasih telah meluangkan waktu untuk
membimbing penulis dengan sabar.
6. Dosen-dosen Fakultas Ekonomi dan Bisnis Universitas Airlangga, yang
telah membagikan ilmu dan wawasannya kepada penulis, terutama dosen-
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dosen konsentrasi manajemen pemasaran pada program studi S1
manajemen.
7. Teman-teman bimbingan skripsi Aku Anak Sehat terima kasih atas segala
saran dan bantuannya.
8. Teman – teman yang selalu memberi semangat dan bantuannya.
Segala kritik dan saran yang membangun dari semua pihak akan sangat
membantu dalam usaha perbaikan skripsi ini, sehingga penelitian ini dapat
memberikan manfaat bagi pihak-pihak yang berkepentingan.
Surabaya, 2 Juni 2016
Baiyyinah Nurrahmah
NIM: 041211233090
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PENGARUH CONSUMER DECISION ... BAIYYINAH NURRAHMAH
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ABSTRAK
Berkembangnya industri fashion muslim Indonesia dan kemajuan teknologi
menciptakan peluang yang sangat menguntungkan. Hijup.com menjadi satu –
satunya pioneer e-commerce fashion muslim pertama di Indonesia bahkan dunia.
Penelitian bertujuan untuk mengetahui pengaruh setiap dimensi consumer
decision making stylesterhadap attitude toward online shopping dan purchase
intention produk fashion hijab di www.hijup.com. Metode Structural Equation
Modelling (SEM) dengan AMOSdigunakan untuk menguji model dan menguji
hipotesis penelitian. Total 280 responden wanita yang mengetahui atau pernah
membeli fashion hijab di www.hijup.com telah dikumpulkan untuk diuji.
Sehingga hasil penelitian menunjukkan bahwa consumer decision making styles
fashion consciousness, brand consciousness, dan high quality consciousness
berpengaruh positif signifikan terhadap attitude toward online shoppingdi
www.hijup.com, dan attitude toward online shoppingberpengaruh positif
signifikan terhadap purchase intentionproduk fashion hijab di www.hijup.com.
Penelitian ini menyumbang pemahaman lebih luas mengenai teori consumer
decision making styles dan perilaku konsumen pada produk fashion. Dan
mengidentifikasi bagaimana karakteristik konsumen pada perilaku online
sehingga Pemasar dapat menggunakan informasi ini sebagai dasar profile
konsumen dan program pengembangan konsumen agar sesuai kebutuhan
konsumen
Keywords : Consumer Behavior, Consumer Decision Making Styles, E-commerce
Online Shopping,
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ABSTRACT
The Growth of muslim fashion industry and the advance of technology create
graet opportunity in marketplace. Hijup.com is one of the pioneer of muslim
fashion e-commerce in Indonesia and the first in the world. The purpose of this
paper are to investigate the relationship of each consumer decision making styles
as the basic of need and consumer segmentation through attitude to online
shopping and purchase intentionfashion hijab product in www.hijup.com. With
total 280 woman who have purchace fashion hijab online in www.hijup.com
provided usable response. Structural equation modelling using AMOS was
employed to test the proposed model and research hypothesis. So the results of
this research explain that consumer decision making style fashion consciousness,
brand consciousness, and high quality consciousness had positive effect on
attitude on online shopping and intent to shop fashion hijab product through
hijup.com. this study contributes to further theoritical understanding of types of
consumer that likes to purchase apparel online. By identifiying individual
consumer characteristics, this study can provide retailers with an initial profile of
consumers who shop fashion at hijup.com. retailers can use this information to
further development of their e-commerce to meet the needs of their customers.
Keywords : Consumer Behavior, Consumer Decision Making Styles,E-commerce
Online Shopping,
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DAFTAR ISI
HALAMAN JUDUL ..................................................................................... i
HALAMAN PERSETUJUAN..................................................................... ii
HALAMAN PERNYATAAN ORISINALITAS SKRIPSI...................... iii
DECLARATION ......................................................................................... iv
KATA PENGANTAR .................................................................................. v
ABSTRAK .................................................................................................. vii
ABSTRACT ............................................................................................... viii
DAFTAR ISI ................................................................................................ ix
DAFTAR GAMBAR ................................................................................. xiii
DAFTAR TABEL...................................................................................... xiv
DAFTAR LAMPIRAN ............................................................................. xvi
BAB I : PENDAHULUAN
1.1. Latar belakang ................................................................................... 1
1.2. Rumusan masalah.............................................................................. 8
1.3. Tujuan penelitian ............................................................................... 9
1.4. Manfaat penelitian ........................................................................... 10
1.5. Sistematika penelitian ..................................................................... 10
BAB II : TINJAUAN PUSTAKA
2.1. Landasan teori ................................................................................. 12
2.1.1. Konsep pemasaran ................................................................. 12
2.1.2. Consumer Behaviour Online .................................................. 13
2.1.3. Decision Making Process ....................................................... 14
2.1.4. Consumer Decision Making Styles......................................... 17
2.1.4.1. Price Consciousness .................................................... 18
2.1.4.2. Fashion Consciousness................................................ 20
2.1.4.3. Brand Consciousness ................................................... 21
2.1.4.4. High Quality Consciousness ........................................ 22
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2.1.4.5. Recreational Shopping Consciousness ........................ 23
2.1.4.6. Brand Loyal Consciousness......................................... 24
2.1.4.7. Confused by Overchoice .............................................. 25
2.1.4.8. Impulsiveness ............................................................... 25
2.1.5. Attitude ................................................................................... 26
2.1.6. Purchase Intention ................................................................ 28
2.2. Hubungan Antar Variabel ............................................................... 29
2.2.1. Hubungan antara High Quality Consciousness terhadap
Attitude toward Online Shopping ........................................... 29
2.2.2. Hubungan antara Brand Consciousness terhadap
Attitude toward Online Shopping ............................................ 30
2.2.3. Hubungan antara Fashion Consciousness terhadap Attitude
toward Online Shopping ......................................................... 31
2.2.4. Hubungan antara Recreational Shopping Consciousness
terhadap Attitude toward Online Shopping ............................. 32
2.2.5. Hubungan antara Price Consciousness
terhadap Attitude toward Online Shopping ............................. 33
2.2.6. Hubungan antara Confused by Overchoice
terhadap Attitude toward Online Shopping ............................. 34
2.2.7. Hubungan antara Brand Loyal Consciousness
terhadap Attitude toward Online Shopping ............................. 34
2.2.8. Hubungan antara Impulsiveness
terhadap Attitude toward Online Shopping ............................. 35
2.2.9. Hubungan antara Attitude toward Online Shopping dan
Purchase Intention .................................................................. 36
2.3. Penelitian Sebelumnya .................................................................... 37
2.3.1 Kang, Kim, Wu (2013)............................................................ 37
2.4. Kerangka Konseptual ...................................................................... 38
BAB III : METODE PENELITIAN
3.1. Pendekatan Penelitian ..................................................................... 41
3.2. Identifikasi Variabel ........................................................................ 42
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3.3. Definisi Operasional........................................................................ 43
3.3.1. Consumer Decision Making Styles......................................... 43
3.3.2. Attitude towardOnline Shopping ............................................ 49
3.3.3. Purchase Intention ................................................................. 49
3.4. Jenis dan Sumber Data .................................................................... 50
3.5. Prosedur Pengumpulan Data ........................................................... 51
3.6. Teknik Analisis ............................................................................... 52
BAB IV : HASIL DAN PEMBAHASAN
4.1. Gambaran Umum Subjek dan Objek Penelitian ............................. 59
4.1.1. Objek Penelitian ..................................................................... 59
4.1.2. Subjek Penelitian .................................................................... 60
4.2. Deskripsi Karakteristik Responden ................................................. 60
4.2.1. Karakteristik Responden Berdasarkan Usia ......................... 60
4.2.2. Karakteristik Responden Berdasarkan Penghasilan ............. 61
4.2.3. Karakteristik Responden Berdasarkan Status Pekerjaan ...... 62
4.2.4. Karakteristik Responden Berdasarkan Kota Tempat
Tinggal ................................................................................. 64
4.3. Deskripsi Jawaban Responden ........................................................ 65
4.3.1. Deskripsi Jawaban Responden atas High
Quality Consciousness .................................................................... 66
4.3.2. Deskripsi Jawaban Responden atas Brand Consciousness ... 66
4.3.3. Deskripsi Jawaban Responden atas Fashion Consciousness 67
4.3.4. Deskripsi Jawaban Responden atas Recreational
Shopping Consciousness................................................................. 68
4.3.5. Deskripsi Jawaban Responden atas Price Consciousness .... 69
4.3.6. Deskripsi Jawaban Responden atas Confused by
Overchoice ...................................................................................... 70
4.3.7. Deskripsi Jawaban Responden atas Brand
Loyal Consciousness....................................................................... 71
4.3.8. Deskripsi Jawaban Responden atas Impulsiveness ............... 72
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4.3.9. Deskripsi Jawaban Responden atas Attitude ........................ 73
4.3.10. Deskripsi Jawaban Responden atas Purchase Intention ..... 74
4.4. Analisis Measurement Model .......................................................... 75
4.4.1. Construct Validity ................................................................. 76
4.4.2. Construct Reliability ............................................................. 82
4.5. Analisis Structural Equation Modelling ......................................... 86
4.5.1 Evaluasi Asumsi SEM ............................................................. 86
4.5.2 Analisis Structural Model ....................................................... 88
4.6. Pembahasan ..................................................................................... 96
BAB V : SIMPULAN DAN SARAN
5.1 Simpulan ....................................................................................... 103
5.2 Kontribusi Penelitian ..................................................................... 104
5.3 Saran .............................................................................................. 105
DAFTAR PUSTAKA
LAMPIRAN
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DAFTAR GAMBAR
GAMBAR 2.1 Stages in Consumer Decision Making ............................. 15
GAMBAR 2.2 Model Penelitian............................................................... 38
GAMBAR 2.3 Structural Model............................................................... 89
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DAFTAR TABEL
Tabel 3.1 Goodness of Fit Indicate ............................................................ 56
Tabel 4.1 Karakteristik Responden Berdasarkan Usia ............................... 60
Tabel 4.2 Karakteristik Responden Berdasarkan Penghasilan per Bulan .. 61
Tabel 4.3 Karakteristik Responden Berdasarkan Status Pekerjaan ............ 62
Tabel 4.4 Karakteristik Responden Berdasarkan Kota Tempat Tinggal .... 64
Tabel 4.5 Kategori Mean dari Skor Interval ............................................... 65
Tabel 4.6 Statistik Deskriptif Variabel High Quality Consciousness ........ 66
Tabel 4.7 Statistik Deskriptif Variabel Brand Consciousness ................... 67
Tabel 4.8 Statistik Deskriptif Variabel Fashion Consciousness ................ 68
Tabel 4.9 Statistik Deskriptif Variabel Recreational Shopping
Consciousness .............................................................................................. 69
Tabel 4.10 Statistik Deskriptif Variabel Price Consciousness ................... 70
Tabel 4.11 Statistik Deskriptif Variabel Cofused by Overchoice.............. 71
Tabel 4.12 Statistik Deskriptif Variabel Brand Loyal Consciousness ....... 72
Tabel 4.13 Statistik Deskriptif Variabel Impulsiveness ............................. 73
Tabel 4.14 Statistik Deskriptif Variabel Attitude ....................................... 74
Tabel 4.15 Statistik Deskriptif Variabel Purchase Intention ..................... 75
Tabel 4.16 Uji CFA Variabel High Quality Consciousness ...................... 76
Tabel 4.17 Uji CFA Variabel Brand Consciousness ................................. 77
Tabel 4.18 Uji CFA Variabel Fashion Consciousness .............................. 77
Tabel 4.19 Uji CFA Variabel Recreational Shopping Consciousness ...... 78
Tabel 4.20 Uji CFA Variabel Price Consciousness .................................. 79
Tabel 4.21 Uji CFA Variabel Confused by Overchoice ............................ 79
Tabel 4.22 Uji CFA Variabel Brand Loyal Consciousness ....................... 80
Tabel 4.23 Uji CFA Variabel Impulsiceness ............................................. 80
Tabel 4.24 Uji CFA Variabel Attitude toward Online Shopping .............. 81
Tabel 4.25 Uji CFA Variabel Purchase Intention ..................................... 82
Tabel 4.26 Nilai Construct Reliability........................................................ 84
Tabel 4.27 Hasil Uji Outlier Multivariate .................................................. 87
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Tabel 4.28 Nilai Goodness of Fit Structural Model ................................... 90
Tabel 4.29 Uji Kausalitas Regression Weight ........................................... 91
Tabel 4.30 Rangkuman Hasil Uji Hipotesis ............................................... 95
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DAFTAR LAMPIRAN
LAMPIRAN 1 : Kuisioner Penelitian
LAMPIRAN 2 : Data Hasil Penelitian
LAMPIRAN 3 : Tabel Frekuensi Karakteristik Responden
LAMPIRAN 4 : Tabel Frekuensi Variabel Penelitian
LAMPIRAN 5 : Hasil Analisis Measurement Model
LAMPIRAN 6 : Hasil Analisis Structural Model
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PENGARUH CONSUMER DECISION ... BAIYYINAH NURRAHMAH
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