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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