Pembelian Disposable Adult Diapers : Investigasi Berbasis Model Keberterimaan

Teguh Luntoro, Dr. Sony Warsono, MAFIS., Ak.

2013 | Tesis | S2 Magister Manajemen

Penelitian ini berangkat dari ketertarikan penulis terhadap perkembangan industri disposable adult diapers. Disposable adult diapers merupakan popok yang digunakan oleh orang dewasa yang mengalami kesulitan mengontrol buang air kecil. Mengingat populasi penduduk Indonesia yang besar, dan penetrasi penggunaannya yang masih kecil, industri ini merupakan salah satu peluang bisnis yang amat menarik. Mengingat sifatnya sebagai produk baru, akan dibutuhkan upaya lebih dalam memahami dan mempengaruhi faktor-faktor yang menyebabkan seseorang bersedia mengadopsi / menggunakan disposable adult diapers tersebut. Penelitian ini menganalisa faktor-faktor yang mempengaruhi pembelian disposable adult diapers. Penelitian dilakukan dengan menyebarkan questionnaire di dua hypermarket di Surabaya barat. Questionnaire yang terkumpul dianalisa dengan menggunakan software SmartPLS untuk mengetahui hubungan kausal antara variable-variable. Hubungan kausal yang diharapkan adalah memberikan pengaruh secara positif terhadap variable dependent. Model penelitian dibentuk dari teori mengenai perilaku konsumen, Theory of Planned Behavior (TPB) dan Unified Theory of Acceptance and Use of Technology (UTAUT). Dari model penelitian disusun tujuh hipotesis. Hipotesis pertama adalah attitude toward behavior berpengaruh secara positif terhadap behavioral intention untuk membeli disposable adult diapers. Hipotesis kedua adalah subjective norms berpengaruh secara positif terhadap behavioral intention untuk membeli disposable adult diapers.Hipotesis ketiga adalah perceived behavioral control berpengaruh secara positif terhadap behavior untuk membeli disposable adult diapers. Hipotesis keempat adalah perceived behavioral control berpengaruh secara positif terhadap behavioral intention untuk membeli disposable adult diapers. Hipotesis kelima adalah performance expectancy berpengaruh secara positif terhadap behavioral intention untuk membeli disposable adult diapers. Hipotesis keenam adalah effort expectancy berpengaruh secara positif terhadap behavioral intention untuk membeli disposable adult diapers. Hipotesis ketujuh adalah behavioral intention berpengaruh secara positif terhadap behavior untuk membeli disposable adult diapers. Hasil penelitian menunjukkan bahwa effort expectancy berpengaruh secara positif terhadap behavioral intention untuk melakukan pembelian disposable adult diapers. Selain itu behavioral intention juga berpengaruh secara positif terhadap behavior untuk melakukan pembelian disposable adult diapers.

This research is initiated based on the writer interest toward the development of business condition about disposable adult diapers in Indonesia. Disposable adult diapers is a diaper which is used by adult who have incontinence problem. Considering Indonesia is a country with huge population, and the market penetration of this product is still relatively small, this industry is one of the promising business in the very near future. As disposable adult diapers is considered new product in Indonesia, additional effort is needed to understand and influence factors that will make consumer willing to adopt / use disposable adult diapers. This research will analyze factors which influence purchase of disposable adult diapers. Research is conducted by giving questionnaire in the two west Surabaya hypermarket. Questionnaire that is obtained during the research will then analyzed using SmartPLS software, to understand the causal relation between variables. The expected causal relation is giving positive relation toward the dependent variable. Research model is built based on Theory of Planned Behavior (TPB) dan Unified Theory of Acceptance and Use of Technology (UTAUT). From the model, seven hypothesis are tested in the research. First hypothesis is attitude toward behavior have positive influence toward behavioral intention to purchase disposable adult diapers. Second hypothesis is subjective norms have positive influence toward behavioral intention to purchase disposable adult diapers. Third hypothesis is perceived behavioral control have positive influence toward behavior to purchase disposable adult diapers. Fourth hypothesis is perceived behavioral control have positive influence toward behavioral intention to purchase disposable adult diapers. Fifth hypothesis is performance expectancy have positive influence toward behavioral intention to purchase disposable adult diapers. Sixth hypothesis is effort expectancy have positive influence toward behavioral intention to purchase disposable adult diapers. Seventh hypothesis is behavioral intention have positive influence toward behavior to purchase disposable adult diapers. Research conclusion shows that effort expectancy have positive influence toward behavioral intention to purchase disposable adult diapers. Apart from that, behavioral intention is also have positive effect toward behavior to purchase disposable adult diapers.

Kata Kunci : Theory of Planned Behavior, Unified Theory of Acceptance and Use of Technology, Disposable Adult Diapers