significant, p > 0,050 ---> nirsignificant. Also used one tail test. The result of the research shows: 1. There is positive and significant influence from the Belief towards a certain consequence and Evaluation on that particular consequence towards the Consumers' Attitude Belief. 2. There is positive and very significant influence from Normative Belief and referencial Motivation to comply towards Subjective Norm. 3. There is positive and very significant influence from Consumers' Attitude Belief and the Subjective Norm towards purchasing Intention to Behave. 4. There is significant corelation between the Buyers Intention and Behaviour but only 11,7% from the consumers', fixed in buying that Philips Comb Mixer. From the 1 - 4 above analysis result we can come to a conclusion that each independent variable has positive and significant or very significant influence towards the dependent variable. And from some research results conducted by the marketing experts, Consumers' Intention to Behave to do certain behaviour act as good predictor towards the Real Behavior. We try to prove it by testing the influence of the Consumers' Intention to buy the product and it turns out that with the Discriminant Analysis in "Fixed Model" Intention to Behave has positive and very significant influence as well as the biggest effective weight towards the Real Behaviour. From the 4th analysis result, indeed there is no real significant corelation allthough the statistic result is positive and very significant corelation. This situation caused by exsistence of situational factors. This proves to be an input for marketing managers in general and UD. Harum Jaya Semarang in particular, the Sole Agent of Philips marketing for 'Central Java' to pay attention to the consumers' Intention to Behave in order to predict their real behaviour without neglecting the undiscussed situational factors in this research. "> significant, p > 0,050 ---> nirsignificant. Also used one tail test. The result of the research shows: 1. There is positive and significant influence from the Belief towards a certain consequence and Evaluation on that particular consequence towards the Consumers' Attitude Belief. 2. There is positive and very significant influence from Normative Belief and referencial Motivation to comply towards Subjective Norm. 3. There is positive and very significant influence from Consumers' Attitude Belief and the Subjective Norm towards purchasing Intention to Behave. 4. There is significant corelation between the Buyers Intention and Behaviour but only 11,7% from the consumers', fixed in buying that Philips Comb Mixer. From the 1 - 4 above analysis result we can come to a conclusion that each independent variable has positive and significant or very significant influence towards the dependent variable. And from some research results conducted by the marketing experts, Consumers' Intention to Behave to do certain behaviour act as good predictor towards the Real Behavior. We try to prove it by testing the influence of the Consumers' Intention to buy the product and it turns out that with the Discriminant Analysis in "Fixed Model" Intention to Behave has positive and very significant influence as well as the biggest effective weight towards the Real Behaviour. From the 4th analysis result, indeed there is no real significant corelation allthough the statistic result is positive and very significant corelation. This situation caused by exsistence of situational factors. This proves to be an input for marketing managers in general and UD. Harum Jaya Semarang in particular, the Sole Agent of Philips marketing for 'Central Java' to pay attention to the consumers' Intention to Behave in order to predict their real behaviour without neglecting the undiscussed situational factors in this research. ">
Laporkan Masalah

Analisis Perilaku Konsumen Terhadap Pembelian Produk Bergaransi Mixer Comb Merek Philips

Wardhani Diah(Pembimbinhg): Drs. Gunawan Adisaputro MBA,, Drs. Gunawan Adisaputro MBA,

2016 | Tesis | S2 Management

INTISARI

Penelitian ini bertujuan untuk mengidentifikasikan Sikap Konsumen, Norma Subyektif dan Minat Konsumen untuk membeli produk bergaransi berkaitan dengan Perilaku jadi atau tidak jadi untuk membeli produk tersebut. Model yang digunakan untuk menganalisa Sikap Konsumen, Norma Subyektif, Minat Konsumen untuk membeli, dan Perilaku yang. merupakan keputusan tersebut adalah Model Minat Berperilaku Fishbein. qodel ini memformulasikan bahwa Minat ditentukan'oleh Sikap dan Norma Subyektif sedangkan Minat adalah kird-ktra, sgma dan dapat berhu- _ bungan dengan Perilaku Nyata. Sikap ditentukan- oleh Keyakinan bahwa perilaku mengakibatkan konsekuensi-konsekuensi tertentu dan Evaluasi tentang konsekuensi tersebut. Adapun Norma Subyektif ditentukan oleh Keyakinan bahwa orang lain berpendapat sebaiknya yang bersangkutan melakukan hal tersebut (Keyakinan Normatif) dan Motivasi untuk menuruti orang lain tersebut (referen). Populasi penelitian meliputi masyarakat di Semarang yang gemar membuat makanan baik yang dijual atau untuk keluarganya sendiri. Subyek penelitian adalah calon konsumen mixer comb merek Philips yang meliputi golongan pendidikan, pedagang, pegawai negeri dan perumahan. Obyek penelitian adalah Sikap Konsumen dalam membeli

produk bergaransi dan produk yang dipilih disesuaikan dengan subyek penelitian adalah mixer comb merek Philips. Penentuan sampel dilakukan secara sengaja (purposive) dan pengumpulan data dilakukan terhadap 120 responden dengan cara responden mengisi daftar kuesioner. Data dianalisis dengan menggunakan uji validitas dan reliabilitas dengan model korelasi product moment dan teknik belah dua, ganjil genap, analisa regresi berganda, analisis korelasi semi parsial dan analisis korelasi dwi serial, analisa diskriminan berganda dan uji F dengan peluang berlakunya hipotesa nol adalah jika p < 0,010 (sangat signifikan) p < 0,050 (signifikan) p > 0,050

(nirsignifikan), uji adalah satu ekor. Hasil penelitian menunjukkan : 1). Ada pengaruh positif dan signifikan dari Keyakinan terhadap konsekuensi tersebut dan Evaluasi terhadap Sikap Konsumen. 2). Ada pengaruh positif dan sangat signifikan dari Keyakinan Normatif dan Motivasi menuruti referen terhadap Norma Subyektif. 3). Ada pengaruh positif dan sangat signifikan dari Sikap Konsumen dan Norma Subyektif terhadap Minat membeli. 4). Terdapat hubungan yang signifikan antara Minat membeli dan Perilaku membeli, tetapi hanya 11,7% dari konsumen memutuskan untuk membeli mixer comb merek Philips. Dari hasil analisis nomor satu sampai dengan empat di atas dapat ditarik kesimpulan bahwa masing-masing variable bebas mempunyai pengaruh positif dan signifikan atau sangat signifikan terhadap variabel tergantungnya. Dari beberapa hasil penelitian para ahli pemasaran Minat Konsumen untuk melakukan Perilaku tertentu merupakan prediktor yang baik terhadap perilaku nyatanya. Kami mencoba membuktikan hal tersebut dengan mencoba menguji pengaruh dari Sikap Konsumen, Norma Subyektif dan Minat Konsumen untuk membeli dan ternyata dengan analisis diskriminan dalam "Fixed Model" Minat mempunyai pengaruh positif dan sangat signifikan dan mempunyai bobot efektif terbesar terhadap Perilaku Nyata. Dari hasil analisis nomer 4 memang tidak terdapat hubungan yang signifikan secara nyata yang walaupun hasil uji secara statistik ada hubungan yang positif dan sangat signifikan. Hal ini diseb4bkan oleh adanya faktor-faktor situasional yang mempengaruhinya. Hal ini merupakan masukan bagi para manajer pemasaran pada umumnya dan khususnya UD. Harum Jaya, agen tunggal pemasaran barang-barang Philips untuk Jawa Tengah agar memperhatikan minat konsumen, sehingga dapat diprediksi perilaku nyatanya dengan memperhatikan juga faktor-faktor situasional yang dalam penelitian ini memang tidak kami bahas.


ABSTRACT

This research is aimed at identifiying the Consumers' Attitude Belief' the Subjective Norm and Consumers', Intention to Behave in purchasing the guaranteed product concerning with the consumers' seriousness in getting the product. The model used to analyse the mentioned above factors is "The Fishbein Behavioural Intention Model". This model formulated that the Intention to. Behave is determined by Attitude Belief and Subjective Norm while Intention to Behave is about the same and can have relation with the Real Behaviour. Attitude Belief is determined by Belief that behavior brings about certain consequence and Evaluation in that consequence. And Subjective Norm is norm that is determined by Belief that others are of the opinion that the person concerned does it (Normative Belief) as well as Motivation in obeying

other / Motivation to Comply (reference). The population of this research is the community of Semarang who like making food both for sale or for their own family. The subject of this research is the consumers' to be of the comb mixer from Philips taken from educated people, traders, civil servants and housewives. The object of this research is the Consumers' Attitude Belief in buying guaranteed product and selected one adjusted with the subject of the research turns out to be comb mixer from Philips. Sample determination as well as collecting data is purposely conducted and applied to 120 respondents by asking them to fill the questionare form. Data are analyzed by using Validity and Reliability test with Product Moment Correlation model and Split Half method, Multiple Regresion Analysis, Semi Partial Correlation Analysis, Multiple Discriminant Analysis and F 3t, with the existence of used hypothesa if p 5 0,010 significance, p 5 0,050 > significant, p > 0,050 ---> nirsignificant. Also used one tail test. The result of the research shows: 1. There is positive and significant influence from the Belief towards a certain consequence and Evaluation on that particular consequence towards the Consumers'

Attitude Belief. 2. There is positive and very significant influence from Normative Belief and referencial Motivation to comply towards Subjective Norm. 3. There is positive and very significant influence from Consumers' Attitude Belief and the Subjective Norm towards purchasing Intention to Behave. 4. There is significant corelation between the Buyers Intention and Behaviour but only 11,7% from the consumers', fixed in buying that Philips Comb Mixer. From the 1 - 4 above analysis result we can come to a conclusion that each independent variable has positive and significant or very significant influence towards the dependent variable. And from some research results conducted by the marketing experts, Consumers' Intention to Behave to do certain behaviour act as good predictor towards the Real Behavior. We try to prove it by testing the influence of the Consumers' Intention to buy the product and it turns out that with the Discriminant Analysis in "Fixed Model" Intention to Behave has positive and very significant influence as well as the biggest effective weight towards the Real Behaviour. From the 4th analysis result, indeed there is no real significant corelation allthough the statistic result is positive and very significant corelation. This situation caused by exsistence of situational factors. This proves to be an input for marketing managers in general and UD. Harum Jaya Semarang in particular, the Sole Agent of Philips marketing for 'Central Java' to pay attention to the consumers' Intention to Behave in order to predict their real behaviour without neglecting the undiscussed situational factors in this research.





Kata Kunci : Perilaku Konsumen, Model Acuan, Hubungan Minat dan Perilaku


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