Analisis perbedaan niat beli antara wanita karier dan mahasiswi terhadap pakaian branded dan umbranded
RHENI MARYANI, Drs. Teguh Budiarto, MIM
Pada saat membeli pakaian konsumen dihadapkan kepada pilihan antara pakaian branded dan unbranded, pakaian branded menawarkan mutu dan mengurangi resiko, konsumen yang memilih pakaian branded lebih memperhatikan kualitas, bahan, keawetan, juga gengsi. Tetapi ada beberapa konsumen yang memilih untuk membeli pakaian unbranded karena harga lebih murah bukan karena merek yang melekat. Wanita karier dan mahasiswi adalah konsumen yang terdidik dan konsumen yang sering melakukan pembelian pakaian, akan tetapi keduanya memiliki latar belakang ekonomi yang berbeda sehingga berpengaruh terhadap pembelian pakaian.
Penelitian ini bertujuan untuk mengetahui apakah ada perbedaan niat beli antara wanita karier dan mahasiswi terhadap pakaian branded dan unbranded. Penelitian ini menggunakan Teory of Reasoned Action yang menyatakan niat berprilaku ditentukan oleh dua faktor yaitu sikap terhadap prilaku dan norma subyektif. Niat beli juga dipengaruhi variabel lain yaitu fashion involvement, persepsi harga terhadap kualitas dan prestige, serta sifat personal.
Kuisioner disebarkan kepada 160 wanita karier dan mahasiswi, populasi penelitian adalah wanita karier yang bekerja pada level managerial dan mahasiswi yang belum bekerja. Dengan menggunakan analisis regresi dan t Test diungkap bahwa sikap, norma subyektif, fashion involvement, persepsi harga terhadap kualitas dan prestige berpengaruh positif terhadap pembelian pakaian branded, dan terdapat perbedaan niat beli antara wanita karier dan mahasiswa terhadap pakaian branded yaitu pada norma subyektif. Terdapat perbedaan niat beli antara wanita karier dan mahasiswi terhadap pembelian pakaian unbranded, perbedaan terletak pada norma subyektif, persepsi harga terhadap kualitas dan prestige serta niat beli
When purchasing apparel consumers are confronted with a choice between branded and unbranded apparel, branded clothing offers quality and reduce risk, consumers who choose to dress more attention to quality branded, ingredient, its durability, as well as prestige. But there are some customers who choose to buy unbranded clothes for cheaper prices are not due to the inherent brand. Career woman and college students are educated consumers and consumers who often purchase clothes, but both have economic backgrounds different and therefore contributes to the purchase of apparel.
This study aims to determine whether there is a difference between buying intentions career woman and colloge students of branded and unbranded apparel. This research uses Teory of Reasoned Action which stated intention behave is determined by the two factors of attitude toward behavior and subjective norm. Purchase intentions are also influenced by other variables of fashion involvement, perception of quality and price of prestige, and personal qualities.
Questionnaires distributed to 160 career women and college students, the study population is a career woman who worked at the managerial level and the college students who has not worked. Using regression analysis and t tests revealed that attitudes, subjective norms, fashion involvement, perception of quality and price of prestige has a positive effect on purchase branded clothes, and there is a difference between purchasing intentions career woman and college students against clothing that is branded on subjective norms. There is a difference between buying intentions and student career woman to the purchase of unbranded clothes, the difference lies in the subjective norm, perceptions of the quality and price of prestige and purchasing intentions
Kata Kunci : purchase intention, subyektive norm, Theory of Reasoned Action, Niat beli, Sikap, Norma Subyektif, Theory of Reasoned Action
