Ulumuddin, Ihyak (2019) Analisis Sikap, Norma Subyektif, Dan Kendali Perilaku Terhadap Niat Beli Minuman Es Kopi Susu Pada Mahasiswa Di Sudimoro Sentra Kopi Kota Malang (Studi Pada Kedai Kopi Sonja). Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan bisnis minuman es kopi susu mendorong persaingan menjadi semakin ketat sehingga menuntut pengusaha kedai kopi untuk saling berlombalomba menarik minat konsumen. Berdasarkan permasalahan tersebut maka penelitian ini akan membahas mengenai pengaruh sikap, norma subyektif, dan persepsi kendali perilaku terhadap niat beli konsumen berdasarkan pada Theory of Planned Behaviour.Tujuan dari penelitian ini adalah untuk menganalisa pengaruh sikap, norma subyektif, dan persepsi kendali perilaku mahasiswa dalam memilih minuman es kopi susu terhadap niat beli minuman es kopi susu pada mahasiswa di sentra perkopian Sudimoro Kota Malang. Penelitian ini berlokasi di Sonja Coffee Shop, Sudimoro Sentra Kopi, Kecamatan Lowokwaru, Kota Malang. Penelitian ini dilakukan bulan Maret 2019, dilakukan 4 hari dalam satu minggu sampai jumlah responden yang diperlukan terpenuhi. Model penelitian ini mengajukan 3 hipotesis, yakni: Sikap berpengaruh terhadap niat memilih minuman es kopi susu pada mahasiswa di sentra perkopian Sudimoro Kota Malang (hipotesis 1); Norma subyektif berpengaruh terhadap niat memilih minuman es kopi susu pada mahasiswa di sentra perkopian Sudimoro Kota Malang (hipotesis 2); Persepsi kendali perilaku berpengaruh terhadap niat memilih minuman es kopi susu pada mahasiswa di sentra perkopian Sudimoro Kota Malang (hipotesis 3). Metode Penelitian ini merupakan penelitian kuantitatif dengan menggunakan metode penentuan responden non probability sampling dengan teknik accidental sampling dengan kriteria. Kriteria responden pada penelitian ini adalah pengunjung Sonja Coffee Shop dan merupakan mahasiswa yang masih aktif kuliah serta pernah melakukan pembelian minuman es kopi susu minimal 2 kali dalam satu tahun terakhir. Jumlah responden adalah 100 responden. Teknik analisis data menggunakan SEM-PLS (Structural Equation Modelling – Partial Least Square) menggunakan software SmartPLS 3. Model yang diajukan diterima dengan asumsi nilai Goodness of Fit sebesar 0.443 dan nilai predictive relevance sebesar 0.429.i
English Abstract
The development of iced coffee milk business makes compettition in the business become more competitive that makes coffee shop entrepreneurs to compete with each other to attract consumer interest. Based on these considerations, this study will discuss the influence of attitudes, subjective norms, and perceptions of motivation on consumer buying intentions based on the Theory of Planned Behaviour. The purpose of this study are to analyze the relationship of attitudes, subjective norms, and perceived behaviour controls college students regarding iced coffee milk towards purchase intention of iced coffee milk for college students in Sonja Coffee Shop. This research is located at Sonja Coffee Shop, Sudimoro Sentra Kopi, Lowokwaru District, Malang City. This research was conducted in March 2019, carried out 4 days a week until the number of respondents that needed was fulfilled. This research model proposes 3 hypotheses, namely: The attitude is intended to the intention of choosing milk coffee drinks to students in the Sudimoro coffee center in Malang City (hypothesis 1); Subjective norms determine the intention to choose coffee drinks for students in the Sudimoro coffee center in Malang City (hypothesis 2); Perception of behavior change towards the intention to choose coffee drinks for students in the Sudimoro coffee shop in Malang City (hypothesis 3). This research method is a quantitative study using the non probability sampling method with accidental sampling technique with criteria. The criteria of respondents in this study were visitors to the Sonja Coffee Shop and students who were still actively studying and had purchased coffee drinks at least 2 times in the past year. The number of respondents is 100 respondents. Data analysis techniques using SEM-PLS (Structural Equation Modeling - Partial Least Square) using SmartPLS software 3. The requested model is accepted assuming the value of Goodness of Fit is 0.443 and the predictive relevance of the value is 0.429.iv The results obtained from this study indicate that attitude regarding iced coffee milk have an effect towards purchase intention of iced coffee milk with a p value of 0.0027 and a coefficient of 0.278 with the first most significant indicator is the taste of milk coffee ice drinks with a loading factor value of 0.760 Come with indicator of the place to sell coffee drinks and the price of coffee drinks with loading factors values respectively 0.709 and 0.680. Subjective norms about iced coffee milk have an impact towards the purchase intention of iced cofee milk with a value of p value of 0.0166 and a coefficient of 0.190 with the most significant indicators of sequential influence are subjective norms on social media, subjective norms about friends, and subjective norms on siblings for each factor loading value -as respectively 0.737, 0.679 and 0.675. Perceived behaviour control about iced coffee milk have an impact towards the purchase intention iced cofee milk with a p value of 0.0001 and a coefficient of 0.343 with the most significant indicators is access to location of selling iced coffee milk and followed respectively by proximity of location and ownership money with value of loading factors of 0.727, 0.615 and 0.614 respectively. Perceived behaviour control is the variable that most influences the purchase intention of iced coffee milk with a coefficient of 0.343. Based on the results of this study, businessmen in the field of iced coffee milk are suggested for the most significant factors which is from perceived of behaviour control variable with indicators of ease of access to location, proximity to the location of selling ice milk coffee with consumers, and ownership of consumer money. The suggestion is to form cooperation with online motorcycle taxi drivers as a food delivery service provider so that it will facilitate access for consumers to geticed coffee milk, besides that in cooperation they can also be inserted by iced coffee milk price promos given the tendency of consumers to be more inclined buy products that are currently promo prices.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2019/124/051906841 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 24 Aug 2020 06:59 |
| Last Modified: | 22 Oct 2021 02:09 |
| URI: | http://repository.ub.ac.id/id/eprint/172927 |
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