i
PENGARUH NILAI YANG DIRASAKAN TERHADAP NIAT PERILAKU
YANG DIMEDIASI KEPUASAN KONSUMEN PADA APLIKASI MUSIK
ONLINE SPOTIFY PREMIUM
SKRIPSI
Untuk Memenuhi Salah Satu Persyaratan Mencapai
Derajat Sarjana Ekonomi
Oleh:
Agustin Nova Sugiarni
201510160311360
PROGRAM STUDI MANAJEMEN
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS MUHAMMADIYAH MALANG
2019
PENGARUH NILAI YANG DIRASAKAN TERHADAP NIAT PERILAKU
YANG DIMEDIASI KEPUASAN KONSUMEN PADA APLIKASI MUSIK
ONLINE SPOTIFY PREMIUM
SKRIPSI
Untuk Memenuhi Salah Satu Persyaratan Mencapai
Derajat Sarjana Ekonomi
Oleh:
Agustin Nova Sugiarni
201510160311360
PROGRAM STUDI MANAJEMEN
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS MUHAMMADIYAH MALANG
2019
KATA PENGANTAR
Puji syukur penulis panjatkan kepada Allah SWT karena berkat rahmat
dan karunia-Nya, Tugas Akhir “Pengaruh Nilai Yang Dirasakan Terhadap
Niat Perilaku Yang Dimediasi Kepuasan Konsumen Pada Aplikasi Musik
Online Spotify Premium” dapat terselesaikan dengan lancar. Tugas akhir ini
disusun sebagai salah satu persyaratan untuk menyelesaikan studi di Jurusan
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Malang.
Penulis menyadari bahwa tugas akhir dapat terselesaikan berkat bantuan,
petunjuk, dan bimbingan dari berbagai pihak yang telah membantu proses
penyelesaian tugas akhir, oleh karena itu tidak lupa penulis menyampaikan
ucapan terimakasih yang sebesar-besarnya kepada:
1. Dr. Fauzan, M.Pd selaku rektor Universitas Muhammadiyah Malang.
2. Dr. Idah Zuhroh, M.M. selaku Dekan Fakultas Ekonomi dan Bisnis
Universitas Muhammadiyah Malang.
3. Dr. Marsudi, M.M. selaku Ketua Program Studi Manajemen Universitas
Muhammadiyah Malang.
4. Dr. Eko Handayanto, M.M. selaku Dosen Pembimbing I, yang telah
membantu dalam memberikan banyak bimbingan dan arahan untuk
kesempurnaan penulisan penelitian ini.
5. Drs. Noor Azis, M.M. selaku Dosen Pembimbing II, yang telah membantu
dalam memberikan banyak bimbingan dan arahan untuk kesempurnaan
penulisan penelitian ini.
6. Ayahanda tercinta Sugianto, Ibunda tercinta Suwarni, dan adik saya Novi
Hari Wibowo yang memberikan atas segala doa, dukungan, motivasi dan
semangat untuk kelancaran penulisan penelitian ini.
7. Terimakasih kepada Dra. Sandra Irawati, M.M. selaku dosen wali yang
senantiasa membantu, membimbing, dan mengajarkan dalam segala hal.
8. Bapak dan Ibu dosen program studi Manajemen, Fakultas Ekonomi dan
Bisnis Universitas Muhammadiyah Malang yang telah memberikan banyak
wawasan serta ilmu pengetahuan.
9. Segenap teman-teman kuliah yang telah menghibur, memberikan dukungan,
semangat dan segala bentuk bantuan dalam menyelesaikan laporan penelitian
ini.
Penulis menyadari bahwa penelitian ini masih jauh dari kesempurnaan.
Oleh karena itu, saran dan kritik yang membangun sangat penulis harapkan demi
menyempurnakan laporan penelitian ini. Semoga laporan ini dapat bermanfaat
bagi kita semua.
Malang, 12 Juli 2018
Penulis
DAFTAR ISI
ABSTRAK .................................................................................................. i
ABSTRACT .............................................................................................. ii
KATA PENGANTAR .............................................................................. iii
DAFTAR ISI ............................................................................................ iv
DAFTAR TABEL ................................................................................... vii
DAFTAR GAMBAR .............................................................................. viii
DAFTAR LAMPIRAN ............................................................................ ix
BAB I PENDAHULUAN ......................................................................... 1
A. Latar Belakang ............................................................................... 1
B. Rumusan Masalah ........................................................................... 7
C. Tujuan Penelitian ............................................................................ 7
D. Manfaat Penelitian........................................................................... 8
BAB II TEORI DAN PERUMUSAN HIPOTESIS................................ 10
A. Tinjauan Penelitian Terdahulu ....................................................... 10
B. Teori dan Kajian Pustaka ............................................................... 11
1. Dasar Teori Niat Perilaku (Behavioral Intention) ..................... 11
2. Niat Perilaku (Behavioral Intention) ........................................ 13
3. Kepuasan Konsumen (Customer Satisfaction).......................... 15
4. Nilai yang dirasakan (Perceived Value) ................................... 16
C. Hubungan Antar Variabel .............................................................. 17
D. Kerangka Konsep Penelitian .......................................................... 18
E. Hipotesis Penelitian ....................................................................... 19
BAB III METODE PENELITIAN ......................................................... 22
A. Lokasi Penelitian .......................................................................... 22
B. Jenis Penelitian .............................................................................. 22
C. Populasi Dan Teknik Penentuan Sampel ........................................ 22
D. Definisi Operasional Variabel........................................................ 23
E. Jenis dan Sumber Data .................................................................. 27
F. Teknik Pengumpulan Data ............................................................ 27
G. Teknik Pengukuran Data ............................................................... 27
H. Uji Instrumen ................................................................................ 28
I. Teknik Analisis Data ..................................................................... 30
J. Uji Hipotesis ................................................................................. 34
BAB IV HASIL DAN PEMBAHASAN.................................................. 36
A. Gambaran Umum Objek Penelitian ............................................... 36
B. Hasil Uji Instrumen ....................................................................... 38
C. Deskripsi Jawaban Responden ....................................................... 40
D. Uji Asumsi Klasik ......................................................................... 44
E. Hasil Analisis Jalur ....................................................................... 47
F. Uji Hipotesis ................................................................................. 52
G. Pembahasan .................................................................................. 54
BAB V PENUTUP .................................................................................. 58
A. Kesimpulan ................................................................................... 58
B. Keterbatasan Penelitian ................................................................. 59
C. Saran ............................................................................................. 59
DAFTAR PUSTAKA .............................................................................. 61
LAMPIRAN
DAFTAR TABEL
Tabel 3.1 Nilai Dengan Dasar Skala Likert ........................................................ 28
Tabel 4.1 Identitas Responden ........................................................................... 36
Tabel 4.2 Hasil Uji Validitas .............................................................................. 38
Tabel 4.3 Hasil Uji Reliabilitas .......................................................................... 39
Tabel 4.4 Deskripsi Hasil Jawaban Responden Nilai Yang Dirasakan ................ 40
Tabel 4.5 Deskripsi Hasil Jawaban Responden Niat Perilaku ............................. 41
Tabel 4.6 Deskripsi Hasil Jawaban Responden Kepuasan Konsumen ................. 43
Tabel 4.7 Uji Normalitas Kolmogorov-Smirnov Test .......................................... 45
Tabel 4.8 Uji Heteroskedastisitas ....................................................................... 46
Tabel 4.9 Pengujian R Square Analisis Jalur Model 1 ........................................ 47
Tabel 4.10 Pengujian Koefisien Analisis Jalur Model 1 ...................................... 48
Tabel 4.11 Pengujian R Square Analisis Jalur Model 2 ..................................... 48
Tabel 4.12 Pengujian Koefisien Analisis Jalur Model 2 ...................................... 49
Tabel 4.13 Pengujian Hipotesis Uji t .................................................................. 42
Tabel 4.14 Pengujian Hipotesis Uji Sobel .......................................................... 53
DAFTAR GAMBAR
Gambar 2.1 Kerangka Konsep Penelitian ........................................................... 19
Gambar 3.1 Diagram Analisis Jalur .................................................................... 32
Gambar 4.1 Uji Normalitas P-Plot...................................................................... 45
Gambar 4.2 Diagram Analisis Jalur .................................................................... 50
DAFTAR LAMPIRAN
Lampiran 1 Kuesioner Penelitian
Lampiran 2 Karakteristik Responden
Lampiran 3 Uji Validitas dan Reliabilitas
Lampiran 4 Deskripsi Jawaban Responden
Lampiran 5 Uji Asumsi Klasik
Lampiran 6 Analisis Jalur
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