Influence of consumer's attitude and subjective norm toward intention to purchase cellular phone SIM Cards in MM UGM
ROBINSON, Edward, Dr. Prasetyo Soepono, MBA.,MA
2001 | Tesis | Magister Manajemen-
This study had the following objectives: 1) to examine the influence of consumers' attitude toward intention to purchase cellular phone SM card for Simpati, Mentari, and Pro-xL card; 2) to examine the influence of consumers' subjective norm toward intention to purchase cellular phone SIM card for the three brands; and 3) to examine the influence of consumers' attitude and subjective norm toward intention to purchase cellular phone S M card for the three brands. The research intended to use Theory of Reasoned Action (Fishbein and Ajzen, 1975) which views a person's behavior as a function of hisher intentions to behave in a certain manner toward certain object. The intention to purchase was taken as dependent variable, meanwhile comumer's attitude and subjective norm were the independent variable. The research was conducted over the population of MM-GMU students who have used the three cellular phone SIM cards. As the population characteristic is homogeneous, a sample size of 60 respondents was drawn. Nonprobability sampling was conducted, specifically the judgement sampirng technique. Primary data was collected by use of self-administered questionnaires distributed directly to the respondents. A depth-interview and focus group of six students with few card sellers were conducted prior to the determination of important product attributes and referents on questionnaire. Instruments of the research were pre-tested over 20 samples for construct validity and internal reliability by the use of Person's correlation coeficient and Cronbach Alpha respectively. For hypotheses test, simple regression, multiple regression, and chi-square test were applied to analyze the data statistically. All hypotheses were tested at 5 % significance level. Result of the study shown that attitude and subjective norm, independently and simultaneously, hashave significant and positive influence on behavioral intention for the three SIM cards. Among these cards, consumers prefer to purchase Simpati rather than Mentari and Pro-XL SIM card. It is recommended that PT. Telkomsel (operator of Simpati) should try to reinforce consumer's attitudes and subjective norms toward the card by the use of advertising to maintain user's positive attitude. PT. Satelindo should attempt to change consumer's attitudes and subjective norms by the use of persuasive and consistent advertising to convince consumers that they are given valuable attributes. Since Pro-xL was the least preferred one, PT. Excelcomindo must change consumer's attitudes and subjective norms. Repositioning strategy should be undertaken by changing brand attributes and benefits, in line with the change of brand image. Limitations of the research are 1) the research only conducted simplest form of construct validity test. More valid result is only achieved after established discriminant and convergent validity tests, and 2) model that was used in the research was n ~Tth mqr of R em~ ~ eAd~ t i ~bnu,t the o!d Mdti-attribute model because its instruments measure such influence of consumer's beliefs of brand attributes an intention to buy (not beliefs about consequences XiV of buying each brand).
Kata Kunci : Sikap Konsumen,SIM Card
