Analisis Tipe Pengaruh Kelompok Referensi Terhadap Pembelian Produk Studi Pada Pembelian Sepeda Motor dan TV Berwarna di Kotamadya DATI II Yogyakarta

Wihandaru Setyo Pamungkas (Adv:Drs.BM.Purwanto,MBA), Drs.BM.Purwanto,MBA

1994 | Tesis | S2 Management

Bisa dipahami babwa akhir-akhir ini semakin banyak pibak yang tertarik untuk memahami lebih jaub tentang industri jasa. Diantaranya adalab pemahaman mengenai bagaimana sebenamya hubungan yang terjadi di antara kualitas jasa dan kepuasan konsumen serta pengarub kedua variabel tersebut terhadap minat membeli kembali.Dalam upaya menjelaskan keanekaragaman hasil temuan mengenai masalah tersebut maka dilakukan penelitian ini. Seperti disarankan dalam literatur terdahulu penelitian ini menguji hipotesis yang menyatakan bahwa kualitas jasa adalah variabel anteseden bagi kepuasan konsumen serta terdapat pengaruh yang signifikan antara kualitas jasa dan kepuasan konsumen dalam membentuk minat membeli kembali. Analisis terbadap 118 responden nasabah tabungan dari tiga bank yang ada di Surakarta, yakni Bank Negara Indonesia 1946, Bank Rakyat Indonesia dan Bank Central Asia mengindikasikan babwa kualitas jasa merupakan variabel anteseden bagi kepuasan konsumen. Hasil temuan yang lain menyatakan bahwa kedua variabel tersebut berpengaruh secara signifikan terhadap minat membeli kembali, disamping itu kualitas jasa mempunyai pengaruh yang lebih besar terhadap minat membeli kembali daripada pengaruh yang disebabkan oleb kepuasan konsumen. Hasil analisis tersebut berguna untuk menjelaskan bubungan yang terjadi di antara kualitas jasa dan kepuasan konsumen serta pengarub kedua variabel tersebut terbadap minat membeli kembali. Wawasan yang didasarkan pada hasil penelitian ini akan banyak membantu dalam memecabkan masalah dan pengambilan keputusan yang berkaitan dengan pengembangan program pemasaran jasa. Implikasi dari penelitian ini relevan bagi para akademisi maupun praktisi dalam menjelaskan bagaimana cara mengukur kualitas jasa dan rnenerapan strategi kualitas terbaik sebagai strategi kunci dalam menetapkan posisi secara efektif di pasar.

The objectives of this research are : (1) to identify the type of inf1uence groups have on consumers in their purchases of motor-cycles and color tv sets, and (2) to find out the amount of effort that consumers make in seeking information before purchasing motor-cycles and color tv sets. In term of the types of influence exerted by reference groups, there are : (1) informational influence, (2) value-expressive influence, and (3) utilitarian influence.There are five source of the informational influence that affect consumers on purchasing motor-cycles: (1) description by experts, (2) information from mechanic/sellers, (3) information from friends, (4) testing results by authorized by institutions, and (5) observation of others. There are five source of the informational influence that affect consumers on purchasing color tv sets: (1) description by experts, (2) information from repairers/sellers, (3) information from friends, (4) testing results by authorized by institutions, and (5) observation of others. There are five source of the value-expressive influence that affect consumers on purchasing motor-cycles: (1) an indication of economic status, (2) an indication of occupation/activity, (3) concern with keeping up appear ances, (4) desire to attract attention and, (5) suitability in term of taste. There are five source of the value expressive influence that affect consumers on purchasing color tv sets: (1) an indication of economic status, (2) an indication of occupation/activity, (3) concern with keeping with current information, (4) desire to attract attention and, (5) suitability in term of taste. There are four source of the utilitarian influence that affect consumers on purchasing motor•-cycles: (1) conformity to friends' expectations, (2) conformity to family's expectations, (3) friend's influence, and (4) family's influence. There are four source of the utilitarian influence that affect consumers on purchasing color tv sets: (1) conformity to friends' expectations, (2) conformity to family's expectations, (3) friend's influence, and (4)family's influence.status, and (2) suitability in term of taste. Fairly powerful sources are (1) an indication of occupation/activity, and (2) concern with keeping up with appearances. In term of the psycographical factor based on categories according to (a) low-interaction respondents, (b) moderate-interaction respondents, and (c) high-interaction respondents, the finding are as follows: (1) an indication of economic status has the same power, (2) an indication of occupation/activity has the same power, (3) concern with keeping up appearances has the same power, (4) desire to attract attention has the same power and, (5) suitability in term of taste has the same power. In term of the psycographical factor based on categories according to (a) low-interaction respondents, (b) moderate-interaction respondents, and (c) high-interaction respondents, the finding are as follows: (1) an indication of economic status has the same power, (2) an indication of occupation/activity has the same power, (3) concern with keeping up appearances has the same power, (4) desire to attract attention and has the same power, (5) suitability in term of taste has the same power. The purchases of color tv sets are affected by several sources of the value-expressive influence, the most powerful of which are : (1) an indication of economic status, (2) concern with keeping up with current information, and (3) suitability in term of taste. In term of the psycographical factor based on categories ac­ cording to (a) low-interaction respondents, (b) moderate-interaction respondents, and (c) high-interaction respondents, the finding are as follows: (1) an indication of economic status has the same power, (2) an indication of occupation/activity has the same power,(3) concern with keeping with current information has the same power, (4) desire to attract attention has the same powerand, (5) suitability in term of taste has the same power. The purchases of motor-cycles and color tv sets are affected by two sources of the utilitarian influence: conformity to family's expectations, and (2) family's influence. In term of the psycographical factor based on categories according to (a) low-interaction respondents, (b) moderate-interaction respondents, and (c) high-interaction respondents, the finding are as follows: (1) conformity to friends' expectations has the same power, (2) conformity to family's expectations has the same power, (3) friend's influence has the same power, and (4) family's influence has the same power.

4. Before purchasing motor-cycles and color tv sets, consumers make great efforts to obtain further information which add up to the information they already have. In term of the psycographical factor based on categories according to (a) low-interaction respondents, (b) moderate-interaction respondents, and (c) high interaction respondents, the finding are as follows: (1) all respondents of the low interaction, moderate interaction and high interaction categories make efforts to seek information before purchasing motor-cycles, and ( 2) all respondents of the low interaction, moderate interaction and high interaction categories make efforts to seek information before purchasing color tv sets

Kata Kunci : tipe pengaruh kelompok referensi,kelompok referensi,perilaku pembeli