Munawaroh, NurilAulia (2013) Anteseden Pembelian Impulsif Produk Fashion oleh Pria (Studi pada Toko Ritel Fashion di Jakarta). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk melakukan eksplorasi terhadap faktor-faktor yang terdiri dari perceived stimulation , perceived crowding, fashion involvement, credit card usage dan employee assistance yang mempengaruhi pria di Jakarta membeli secara impulsif produk fashion . Populasi penelitian ini adalah seluruh Pria di Jakarta yang memiliki kartu kredit dan sedang melakukan pembelian impulsif produk fashion di toko-toko ritel fashion di Jakarta, dimana jumlahnya tidak terbatas sehingga peneliti menggunakan rumus Bentler dan Chou yang menghasilkan sebanyak 145 responden. Metode pengambilan sampel dilakukan dengan menggunakan metode accidental sampling , yaitu metode pengambilan sampel berdasarkan kebetulan, dalam arti konsumen pria yang kebetulan sedang melakukan pembelian impulsif produk fashion . Pengujian hipotesa dilakukan dengan analisis persamaan struktural ( Structured Equation Model ) dengan alat bantu aplikasi AMOS ( Analysis of Moment Structure ). Hasil penelitian menunjukkan bahwa (1) perceived stimulation berpengaruh secara positif dan signifikan terhadap pembelian impulsif produk fashion oleh pria, (2) perceived crowding secara positif tetapi tidak signifikan mempengaruhi pria di Jakarta melakukan pembelian impulsif produk fashion, (3) perceived crowding secara positif tetapi tidak signifkan mempengaruhi employee assistance toko ritel fashion (4) employee assistance secara positif dan signifikan mempengaruhi pria di Jakarta melakukan pembelian impulsif, (5) fashion involvement secara positif dan signifikan mempengaruhi pria di Jakarta melakukan pembelian impulsif produk fashion , (6) credit card usage secara positif dan signifikan mempengaruhi pria di Jakarta melakukan pembelian impulsif produk fashion , (7) employee assistance merupakan variabel moderasi positif tetapi tidak signifikan mempengaruhi pria di Jakarta melakukan pembelian impulsif. Para retailers disarankan untuk mempertahankan indikator-indikator dari store environment toko dan kinerja pelayanan yang sudah dinilai
English Abstract
This study aims to explore factors that consisting of perceived stimulation, perceived crowding, fashion involvement, credit card usage and employee assistance that affecting men in Jakarta buying fashion products impulsively. research population is all man in Jakarta who have credit cards and doing fashion products impulse buying in fashion retail stores in Jakarta, where amount is limited, so researchers used Bentler and Chou formulas that produce as much as 145 respondents. sampling method is done by using accidental sampling method that based on chance, in sense of a man who is doing impulse buying fashion products . Hypo sis testing is done by structural equation analysis (Structured Equation Model) with AMOS (Analysis of Moment Structure) application. results showed that (1) perceived stimulation has a positive and significant impact on impulse buying fashion products by men in Jakarta, (2) perceived crowding positively but not significantly affect men in Jakarta doing impulse buying fashion products, (3) perceived crowding positively but does not affect employee assistance of fashion retail store (4) employee assistance positively and significantly affects men in Jakarta doing impulse buying fashion products, (5) fashion involvement positively and significantly affects men in Jakarta doing impulsi buying fashion products, (6) credit card usage positively and significantly affects men in Jakarta doing impulse buying fashion products, (7) employee assistance is positive but as moderating variables did not significantly affect men in Jakarta impulsive purchases. retailers are advised to maintain indicators of store environment and service performance shop that has been assessed and improved performance indicators have not been assessed ei r by customer. It is expected to increase customer convenience while shopping so as to encourage impulse buying.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.834 3/MUN/a/041407068 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 27 Oct 2014 15:04 |
| Last Modified: | 27 Oct 2014 15:04 |
| URI: | http://repository.ub.ac.id/id/eprint/160001 |
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