viii

KATA PENGANTAR

Puji syukur penulis panjatkan kepada Tuhan Yesus Kristus atas segala

berkat dan karuniaNya sehingga penulisan thesis ini dapat diselesaikan dengan

baik. Thesis ini dibuat untuk memenuhi salah satu persyaratan akademik guna

memperoleh gelar Magister Manajemen pada Program Pascasarjana Universitas

Pelita Harapan.

Pada kesempatan ini, penulis ingin mengucapkan terima kasih kepada:

1) Dra. Gracia Shinta S. Ugut, M.B.A., Ph.D, selaku Dekan Fakultas

Ekonomi Universitas Pelita Harapan.

2) Dr. Innocentius Bernarto, ST, MM, M.Si, selaku Ketua Program Studi

Magister Manajemen Universitas Pelita Harapan.

3) Dr. PujiantoYugopuspito, M.Sc., selaku dosen pembimbing yang telah

banyak membantu, membimbing, serta memberikan dukungan dan

pengarahan sehingga thesis ini dapat diselesaikan dengan baik.

4) Seluruh dosen dan staf pengajar dalam program studi Magister Manajemen

UPH atas ilmu, pengalaman, saran, bimbingan, dan bantuan yang telah

diberikan selama masa perkuliahan hingga thesis ini dapat selesai dengan

baik.

5) Bapak Joko Sulistyono dan seluruh staf karyawan Magister Manajemen

UPH yang telah membantu penulis dalam kegiatan administrative.

6) Seluruh keluarga penulis yang telah memberikan dukungan, doa, dan

motivasi dalam proses pengerjaan thesis ini.

ix

7) Yose, Elyzabeth, Merissa, Richard serta teman – teman Magister

Manajemen Angkatan 80 yang selalu saling membantu dan mendukung

selama masa perkuliahan.

8) Seluruh rekan-rekan penulis yang selalu sabar memberikan dukungan,

semangat, doa, dan bantuan pada selama masa perkuliahan sampai

terselesaikannya tugas akhir ini.

9) Para responden dan semua pihak yang namanya tidak dapat disebutkan

satu per satu.

Akhir kata, Penulis menyadari bahwa masih banyak kekurangan dalam

penulisan thesis ini. Oleh karena itu, penulis menghargai apabila ada saran dan

kritik yang membangun demi penyempurnaan thesis ini. Semoga thesis ini dapat

bermanfaat bagi semua pihak yang membacanya. Tuhan memberkati.

Jakarta, 20 Februari 2020

Kristina

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DAFTAR ISI

HALAMAN JUDUL

PERNYATAAN KEASLIAN KARYA TUGAS AKHIR ............................. ii

PERSETUJUAN DOSEN PEMBIMBING TUGAS AKHIR ....................... iii

PERSETUJUAN TIM PENGUJI TUGAS AKHIR....................................... iv

PERNYATAAN TENTANG TUGAS AKHIR DAN PENYERAHAN

HAK NONEKSLUSIFITAS TANPA ROYALTI.......................................... v

ABSTRAK ......................................................................................................... vi

KATA PENGANTAR....................................................................................... viii

DAFTAR ISI ..................................................................................................... x

DAFTAR GAMBAR......................................................................................... xiv

DAFTAR TABEL.............................................................................................. xv

BAB I. PENDAHULUAN................................................................................. 1

1.1 Latar Belakang.......................................................................................... 1

1.2 Perumusan Masalah.................................................................................. 15

1.3 Tujuan Penelitian...................................................................................... 17

1.4 Pembatasan Masalah Penelitian................................................................ 18

1.5 Manfaat Penelitian.................................................................................... 18

1.5.1 Manfaat Teoritis…........................................................................... 19

1.5.2 Manfaat Praktis................................................................................ 19

1.6 Sistematika Penelitian............................................................................... 19

BAB II. TINJAUAN PUSTAKA...................................................................... 22

2.1 Keputusan Pembelian Konsumen............................................................. 22

2.2 Consumer Purchase Intention................................................................... 25

2.3 Consumer Trust…..................................................................................... 26

2.4 Electronic Word of Mouth........................................................................ 28

xi

2.5 EWOM Quantity....................................................................................... 29

2.6 EWOM Credibility................................................................................... 30

2.7 EWOM Quality........................................................................................ 31

2.8 Online Store Awareness........................................................................... 32

2.9 Online Store Image................................................................................... 33

2.10 Generasi Z............................................................................................... 35

2.11 Social Media........................................................................................... 38

2.12 Pengajuan Hipotesis................................................................................ 40

2.12.1 Kaitan antara eWOM Quantity dan Online Store Awareness...... 40

2.12.2 Kaitan antara eWOM Quantity dan Online Store Image............. 42

2.12.3 Kaitan antara eWOM Quantity dan Consumer Trust.................. 43

2.12.4 Kaitan antara eWOM Credibility dan Online Store Awareness.. 44

2.12.5 Kaitan antara eWOM Credibility dan Online Store Image.......... 45

2.12.6 Kaitan antara eWOM Credibility dan Consumer Trust............... 46

2.12.7 Kaitan antara eWOM Quality dan Online Store Awareness....... 48

2.12.8 Kaitan antara eWOM Quality dan Online Store Image............... 49

2.12.9 Kaitan antara eWOM Quality dan Consumer Trust.................... 50

2.12.10 Kaitan antara Online Store Awareness dan Consumer Trust.... 51

2.12.11 Kaitan antara Online Store Image dan Consumer Trust............ 52

2.12.12 Kaitan antara Consumer Trust dan Consumer Purchase

Intention..................................................................................... 53

2.13 Model Penelitian…................................................................................ 54

BAB III. METODE PENELITIAN….............................................................. 56

3.1 Obyek dan Studi Penelitian ...................................................................... 56

3.2 Unit Analisis............................................................................................. 56

3.3 Tipe Penelitian.......................................................................................... 57

3.4 Operasionalisasi Variabel Penelitian........................................................ 57

xii

3.5 Populasi dan Sampel................................................................................. 61

3.5.1 Penentuan Jumlah Sampel..................................................................... 63

3.5.2 Metode Penarikan Sampel..................................................................... 63

3.6 Metode Pengumpulan Data....................................................................... 63

3.7 Metode Analisis Data................................................................................ 65

3.8 Pengujian Instrumen Penelitian................................................................ 65

3.8.1 Uji Validitas.................................................................................... 65

3.8.2 Uji Reliabilitas................................................................................ 65

3.9 Hasil Uji Instrumen Pendahuluan............................................................. 66

3.9.1 Hasil Uji Validitas............................................................................ 66

3.9.2 Hasil Uji Reliabilitas........................................................................ 68

BAB IV. HASIL DAN PEMBAHASAN…...................................................... 71

4.1 Hasil Penelitian......................................................................................... 71

4.1.1 Profil Responden............................................................................. 72

4.1.2 Penggolongan Responden Berdasarkan Usia.................................. 72

4.1.3 Penggolongan Responden Berdasarkan Domisili........................... 73

4.1.4 Penggolongan Responden Berdasarkan Jenjang Pendidikan.......... 74

4.1.5 Penggolongan Responden Berdasarkan Pekerjaan......................... 74

4.1.6 Penggolongan Responden Berdasarkan Pengeluaran Rutin

Perbulan.......................................................................................... 75

4.1.7 Penggolongan Responden Berdasarkan Media Belanja Online..... 76

4.1.8 Penggolongan Responden Berdasarkan Frekuensi Pembelian

Online.............................................................................................. 76

4.1.9 Penggolongan Responden Berdasarkan Pembelian Online

Kategori Beauty.............................................................................. 77

4.1.10 Penggolongan Respoden Berdasarkan Social Media Yang

Diketahui atau Diikuti.................................................................... 78

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4.1.11 Penggolongan Respoden Berdasarkan Frekuensi Penggunaan

Social Media................................................................................... 79

4.2 Deskripsi Variabel Penelitian.................................................................... 79

4.3 Analisis Data Penelitian............................................................................ 88

4.3.1 Hasil Analisis Outer Model............................................................. 88

4.3.1.1 Outer Loading............................................................................... 89

4.3.1.2 Convergent Validity...................................................................... 91

4.3.1.3 Discrimnant Validity..................................................................... 92

4.3.1.4 Cronbach’s Alpha dan Composite Reliabiliy............................... 93

4.3.2 Hasil Analisis Inner Model............................................................... 95

4.3.2.1 Uji Multikolinearitas..................................................................... 95

4.3.2.2 R Square........................................................................................ 96

4.3.2.3 F Square......................................................................................... 107

19

4.3.2.4 Q Square........................................................................................ 107

110

4.3.2.5 Q Square Predict............................................................................ 100

4.3.2.6 Uji Hipotesis ................................................................................. 101

4.3.2.7 Indirect Efects ............................................................................... 116

4.3.2.8 Importance-Performance Matrix Analysis (IPMA) ...................... 118

4.4 Model Hasil Penelitian.............................................................................. 120

BAB V. KESIMPULAN.................................................................................... 122

5.1 Kesimpulan............................................................................................... 120

5.2 Implikasi Manajerial................................................................................. 124

5.3 Keterbatasan dan Saran Penelitian Berikutnya......................................... 126

DAFTAR PUSTAKA........................................................................................ 129

LAMPIRAN....................................................................................................... 142

98

99

xiv

DAFTAR GAMBAR

Gambar 1.1 Komposisi Penduduk Menurut Generasi......................................... 2

Gambar 1.2 Market Share Beauty Online Store................................................. 7

Gambar 2.1 Model Pengambilan Keputusan Konsumen.................................... 22

Gambar 2.2 Model Penelitian.............................................................................. 55

Gambar 4.1 Outer Model..................................................................................... 94

Gambar 4.2 Inner Model...................................................................................... 121

Gambar 4.3 Importance-Performance Matrix Analysis (IPMA) – Konstruk...... 119

Gambar 4.4 Importance-Performance Matrix Analysis (IPMA) – Indikator...... 120

Gambar 4.5 Model Hasil...................................................................................... 121

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DAFTAR TABEL

Tabel 1.1 Tingkat Pertumbuhan Belanja E-commerce Berdasarkan

Kategori........................................................................................... 5

Tabel 1.2 Traffic Situs Sociolla........................................................................ 8

Tabel 1.3 Marketing Channels Sociollla.......................................................... 9

Tabel 1.4 Social Media Traffic......................................................................... 10

Tabel 1.5 Social Media Official Account......................................................... 10

Tabel 1.6 Hastag Instagram Sociolla……………............................................ 11

Tabel 3.1 Tabel Operasionalisasi Variabel....................................................... 56

Tabel 3.2 Nilai Average Variance Extract (AVE) .......................................... 67

Tabel 3.3 Discriminant Validity....................................................................... 68

Tabel 3.4 Nilai Outer Loading......................................................................... 69

Tabel 3.5 Nilai Cronbach’s Alpha dan Composite Reliability......................... 70

Tabel 4.1 Data Responden Berdasarkan Usia.................................................. 73

Tabel 4.2 Data Responden Berdasarkan Domisili............................................ 73

Tabel 4.3 Data Responden Berdasarkan Jenjang Pendidikan........................... 74

Tabel 4.4 Data Responden Berdasarkan Pekerjaan.......................................... 75

Tabel 4.5 Data Responden Berdasarkan Pengeluaran Rutin Perbulan............. 76

Tabel 4.6 Data Responden Berdasarkan Media Belanja Online....................... 77

Tabel 4.7 Data Responden Berdasarkan Frekuensi Pembelian Online............. 78

Tabel 4.8 Data Responden Berdasarkan Pembelian Online Kategori Beauty... 76

Tabel 4.9 Data Responden Berdasarkan Social Media Yang Diketahui atau

Diikuti................................................................................................ 79

Tabel 4.10Data Responden Berdasarkan Frekuensi Penggunaan Social

Media................................................................................................. 79

Tabel 4.11 Kategori Nilai Rata-rata................................................................... 81

Tabel 4.12 Hasil Uji Deskriptif eWOM Quantity dari Online Store

Sociolla............................................................................................. 82

Tabel 4.13 Hasil Uji Deskriptif eWOM Credibility dari Online Store

Sociolla............................................................................................. 83

xvi

Tabel 4.14 Hasil Uji Deskriptif eWOM Quality dari Online Store

Sociolla.......................................................................................... 84

Tabel 4.15 Hasil Uji Deskriptif Online Store Awareness dari Online Store

Sociolla...........................................................................................

85

Tabel 4.16 Hasil Uji Deskriptif Online Store Image dari Online Store

Sociolla............................................................................................ 86

Tabel 4.17 Hasil Uji Deskriptif Consumer Trust dari Online Store

Sociolla............................................................................................ 87

Tabel 4.18 Hasil Uji Deskriptif Consumer Purchase Intention dari Online

Store Sociolla................................................................................... 88

Tabel 4.19 Tabel Operasionalisasi Variabel Outer Loading............................ 90

Tabel 4.20 Tabel Operasionalisasi Variabel Convergent Validity................... 91

Tabel 4.21 Discriminant Validity..................................................................... 93

Tabel 4.22 Nilai Cronbach’s Alpha dan Composite Reliability...................... 94

Tabel 4.23 Hasil Inner VIF Value.................................................................... 96

Tabel 4.24 Nilai R Square................................................................................ 97

Tabel 4.25 Nilai F Square................................................................................ 99

Tabel 4.26 Nilai Q Square................................................................................ 100

Tabel 4.27 Nilai Q Square Predict................................................................... 101

Tabel 4.28 Uji Hipotesis................................................................................... 102

Tabel 4.29 Nilai Specific Indirect Effect.......................................................... 116