Tyas, Desy Purwaning (2018) Persepsi Rumah Tangga Menengah Keatas Terhadap Keberadaan Pedagang Sayur Keliling. Sarjana thesis, Universitas Brawijaya.
Abstract
Pertumbuhan bisnis ritel di Indonesia di perkirakan meningkat antara 10-15% per tahun. Keberadaan ritel modern adalah salah satu alternatif bagi konsumen untuk tempat berbelanja akan tetapi ritel modern juga memiliki dampak bagi petani dan ritel tradisional. Pendapat yang mengatakan bahwa ritel modern sebagai penyebab utama berkurangnya ritel tradisional ternyata tidak seluruhnya benar. Salah satu ritel tradisional yang masih banyak ditemui adalah pedagang sayur keliling. Hal ini dibuktikan dengan masih tetap eksisnya pedagang sayur keliling di perumahan masyarakat rumah tangga keatas di Malang. Perumahan Tirtasani Royal Resort adalah salah satu perumahan masyarakat menengah keatas dengan populasi 252 rumah. Ibu rumah tangga di Tirtasani Royal Resort lebih memilih membeli sayur di pedagang sayur keliling sebanyak 38 orang atau 76% dari jumlah responden sebanyak 50 responden. Kecenderungan rumah tangga dengan pendapatan tinggi akan memilih supermarket berbanding terbalik sehingga peneliti tertarik dalam melihat fenomena tersebut. Penelitian ini bertujuan untuk (1) Menganalisis niat ibu rumah tangga menengah keatas membeli sayur di pedagang sayur keliling. (2) Menganalisis sikap ibu rumah tangga menengah keatas membeli sayur di pedagang sayur keliling. (3) Menganalisis norma subjektif ibu rumah tangga menengah keatas membeli sayur di pedagang sayur keliling. (4) Menganalisis kontrol perilaku ibu rumah tangga menengah keatas membeli sayur di pedagang sayur keliling. (5) Menganalisis pengaruh sikap (attitude towards behavior), norma subjektif (subjective norms), dan kontrol perilaku (perceived behavior control) terhadap niat rumah tangga menengah keatas membeli sayur di pedagang sayur keliling. . Penelitian ini menggunakan pendekatan penelitian kuantitatif dan dilaksanakan bulan Agustus-Oktober 2017. Teknik penentuan sampel penelitian ini menggunakan Judgement Sampling dengan sampel 50 ibu rumah tangga perumahan Tirtasani Royal Resort. Teknik analisis data yang digunakan statistik deskriptif, uji keabsahan dan regresi berganda. Hasil penelitian menunjukkan nilai R Square 0,273 atau (27,3%) hal ini menunjukkan bahwa kontribusi variabel independen sikap, norma subjektif dan kontrol perilaku terhadap niat rumah tangga menengah keatas sebesar 22,6% sedangkan sisanya dipengaruhi oleh variabel lain yang tidak dimasukkan dalam penelitian ini. Uji F dalam penelitian ini memiliki nilai F hitung > F tabel (5,772 > 2,807) maka Ho ditolak, artinya bahwa sikap, norma subjektif, dan kontrol perilaku berpengaruh terhadap niat rumah tangga menengah keatas. Uji t, variabel sikap memiliki nilai t hitung 2,167 > t tabel 2,013 maka Ho ditolak, artinya bahwa sikap berpengaruh terhadap niat rumah tangga menengah keatas. Variabel norma subjektif nilai t hitung 0,682 < t tabel 2,013 maka Ho diterima artinya norma subjektif tidak berpengaruh terhadap niat rumah tangga menengah keatas. Variabel kontrol perilaku nilai t hitung 2,959 > t tabel 2,013 maka Ho ditolak, artinya bahwa kontrol perilaku berpengaruh terhadap niat rumah tangga menengah keatas.
English Abstract
The growth of retail business in Indonesia is estimated to increase between 1015% every year. The existence of modern retail is one alternative for consumers to shop but modern retailers also have an impact on farmers and traditional retailers. The opinion that modern retailers as the main cause of the reduced traditional retail is not entirely true. The existence of many vegetable peddlers is one of the examples of the traditional retailers. They can be found among the upper class household in Malang. Tirtasani Royal Resort is one of the upper class housings with a population of 252 houses. As many as 38 respondents or 76% out of 50 respondents of the housewives in Tirtasani Royal Resort prefer to buy vegetables in vegetable peddlers. The tendency among the households with higher incomes to choose supermarket is inversely proportional with the above data; hence the researcher is interested in seeing the phenomenon. This study aims to (1) Analyze the intention of upper class household buying vegetables in vegetable peddlers. (2) Analyze attitudes of upper class household buying vegetables in vegetable peddlers. (3) Analyze subjective norms of upper class household buying vegetables in vegetable peddlers. (4) Analyze behavioral control of upper class household buying vegetables in vegetable peddlers. (5) Analyze the influence of attitudes, subjective norms, and behavioral control on the intention of upper class household to buy vegetables in vegetable peddlers. This research employed quantitative and was conducted from August to October 2017. Sampling method of this research used Judgement Sampling Sampling with the total sample of 50 housewives of Tirtasani Royal Resort. This research used descriptive statistics, validity test and multiple regression to analyze the data. The result of this research shows that the value of R Square 0,273 or (27,3%) shows that the contribution of independent variable attitude, subjective norm and behavior control upper class household intention is 27,3% while the rest is influenced by other variable that is not included in this research. Test F in this study has the value of F count > F table (5.772> 2.807) then Ho is rejected, it means that attitude, subjective norm, and behavior control affect the intention of upper class household. The t test, attitude variable has t value 2,167> t table 2.013 then Ho is rejected, it means that attitude influences to upper class household intention. Variable subjective norm t value count 0.682 <t table 2.013 then Ho accepted means subjective norm does not affect the intention of upper class household. Variable control behavior value t count 2.959> t table 2.013 then Ho is rejected, meaning that the behavior control affects the intention of upper class household.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2018/36/051801521 |
| Uncontrolled Keywords: | - |
| Subjects: | 600 Technology (Applied sciences) > 630 Agriculture and related technologies |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 21 May 2018 03:34 |
| Last Modified: | 20 Oct 2021 01:33 |
| URI: | http://repository.ub.ac.id/id/eprint/10744 |
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