Kusuma, GedeWira (2014) Pengaruh Variabel Motivasi Belanja Hedonik Terhadap Keputusan Pembelian Dengan Gender Sebagai Variabel Dummy (Studi Pada Konsumen Yang Berbelanja Di Hardy’s Mall Singaraja Kabupaten Buleleng). Magister thesis, Universitas Brawijaya.
Abstract
Dalam melakukan pembelian seseorang didorong oleh salah satu rangsangan yang berasal dari dalam dirinya. Rangsangan dari dalam itu adalah motivasi; oleh karena itu dalam penelitian ini motivasi belanja hedonik merupakan faktor stimuli dari dalam diri seseorang konsumen dalam perilaku untuk datang dan melakukan pembelian di Hardy`s Mall Singaraja. Motivasi hedonik adalah dorongan atau motivasi seseorang untuk melakukan pembelanjaan yang berdasarkan pada respons emosional, kesenangan panca indera, mimpi, dan pertimbangan estetis. Penelitian ini bertujuan untuk mengetahui pengaruh Motivasi belanja hedonik yang terdiri dari: adventure shopping, gratification shopping, role shopping, value shopping, social shopping, idea shopping, serta gender terhadap Keputusan Pembelian. Responden dalam penelitian ini adalah pelanggan Hardy`s Mall Singaraja. Metode penentuan sampel yang digunakan adalah metode purposive sampling, dengan kriteria pelanggan yang berbelanja lebih dari dua kali datang dan berbelanja di Hardy`s Mall Singaraja, serta minimal berpendidikan SMU/SMK. Jumlah sampel dalam penelitian ditetapkan sebesar 360 responden dari pengunjung yang datang dan berbelanja di Hardy`s Mall Singaraja. Data penelitian diperoleh dari hasil penyebaran kuesioner terhadap responden. Pengujian hipotesis dilakukan dengan analisis regresi dummy dengan alat bantu Statistical Product and Service Solution (SPSS). Hasil penelitian ini mengindikasikan bahwa: (1) adventure shopping berpengaruh positif dan signifikan terhadap keputusan pembelian, (2) gratification shopping berpengaruh positif dan tidak signifikan terhadap keputusan pembelian, (3) role shopping berpengaruh positif dan signifikan terhadap keputusan pembelian, (4) value shopping berpengaruh positif dan signifikan terhadap keputusan pembelian, (5) social shopping berpengaruh positif dan signifikan terhadap keputusan pembelian, (6) idea shopping berpengaruh positif dan signifikan terhadap keputusan pembelian, serta (7) gender berpengaruh signifikan terhadap keputusan pembelian. Penelitian ini juga menunjukkan bahwa value shopping memiliki pengaruh dominan terhadap keputusan pembelian serta perempuan yang cenderung paling dominan untuk berbelanja dibandingkan laki-laki di Hardy`s Mall Singaraja.
English Abstract
In doing purchasing of someone pushed by one of stimulation coming from within his/ her self. Stimulation from within that is motivation, refore, in this research motivate expense of hedonic represent factor of stimuli from within consumer someone his/ her self in behavior to come and do purchasing in HardyS Mall Singaraja. Motivate hedonic is someone motivation or motivation to do expenditure which pursuant to at emotional response, five senses favorite, dream, and aes tic consideration. This research was aim to know influence motivate expense of hedonic which consist of adventure shopping, gratification shopping, role shopping, value shopping, social shopping, idea shopping, and also gender have an effect on to decision of purchasing. Respondent in this research was customer of HardyS Mall Singaraja. Method determination of sample was used is method of purposive sampling, with customer criterion going shopping more than twice come and shop at HardyS Mall Singaraja, and also minimize education of SMU / SMK. Amount of sample in research specified was 360 respondents of incoming visitor and shop at HardyS Mall Singaraja. Research data obtained from result of spreading of questioner to respondent. Examination of hypo sis done with analysis of regression dummy by means of assist tool is SPSS (Statistical product and service solution). Result of this research was indicate that (1) adventure shopping have an effect on positive and significant to decision of purchasing, (2) gratification shopping have an effect on positive and do not significant to decision of purchasing, (3) role shopping have an effect on positive and significant to decision of purchasing, (4) shopping value have an effect on positive and significant to decision of purchasing, (5) social shopping have an effect on positive and significant to decision of purchasing, (6) shopping idea have an effect on positive and significant to decision of purchasing, and also (7) gender have an effect on significant to decision of purchasing. This research also indicate that shopping value have dominant influence to decision of purchasing and also woman which tend to most dominant to go shopping to be compared to men in HardyS Mall Singaraja.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.843.2/k/PEN/041311543 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Hasbi |
| Date Deposited: | 16 Apr 2014 14:02 |
| Last Modified: | 16 Apr 2014 14:02 |
| URI: | http://repository.ub.ac.id/id/eprint/160027 |
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