Perbedaan dan Pengaruh Persepsi pada Sikap Konsumen, serta Pengaruh Sikap pada Niat Beli Konsumen di Toko Fesyen
MUHAMMAD YASSER TUWU, prof. Dr. Basu Swastha Dharmmesta, MBA
Penelitian ini bertujuan untuk mengetahui perbedaan preferensi konsumen pada tipe toko berdasarkan karakteristik demografi, perbedaan persepsi konsumen pada tipe toko, dan sejauh mana persepsi konsumen berpengaruh pada sikap konsumen, serta pengaruh sikap konsumen pada niat beli konsumen di masing-masing tipe toko. Penelitian ini menggunakan tiga tipe toko fesyen (department store, factory outlet, dan distribution outlet) sebagai obyek penelitian, serta menerapkan metode survei dengan pengumpulan data melalui kuesioner yang diberikan pada pengunjung ketiga tipe toko tersebut. Data yang dikumpulkan dari 309 responden dianalisis menggunakan metode chi-squre, MANOVA, dan regresi linier sederhana.
Hasil penelitian ini menunjukkan bahwa adanya perbedaan preferensi konsumen pada tipe toko berdasarkan karakteristik demografi, dan terdapat perbedaan persepsi konsumen (pelayanan konsumen, citra merek, keistimewaan fisik toko, serta harga dan promosi) antara tiga tipe toko fesyen. Selain itu, terdapat pengaruh persepsi konsumen pada sikap konsumen di department store dan distribution outlet, serta terdapat pengaruh sikap konsumen pada niat beli konsumen di department store dan distribution outlet. Akan tetapi, di factory outlet tidak terdapat pengaruh persepsi konsumen pada sikap konsumen dan tidak terdapat pengaruh sikap konsumen pada niat beli konsumen.
This research was done to find out the difference of consumer preference towards store type based on demographic characteristics, the difference of consumer perception towards store type and how far it influences their attitude, and the effect of consumer attitude on their purchase intention in each type of store. This research used three type of fashion stores (department store, factory outlet, and distribution outlet) as the objects, and applied survey method by data collection using questionnaire distributed to shoppers of those stores. Data was collected from 309 respondents and analyzed by using chi-square method, MANOVA, and simple linear regression.
From the result it known that there is difference of consumer preference towards store type based on demographic characteristics and there is difference of consumer perception (consumer service, brand image, store physical feature, price and promotion) between the three type of fashion stores. Beside that, the effect of consumer perception on consumer attitude was found in department store and distribution outlet, while the effect of consumer attitude was found on their purchase intention in department store and distribution outlet. However, no effect of consumer perception was found on their attitude in factory outlet, and no effect of consumer attitude on their purchase intention.
Kata Kunci : Consumer perception, consumer attitude, purchase intention, fashion store, Persepsi Konsumen, Sikap Konsumen, Niat Beli Konsumen, Toko fesyen
