Pengalaman berbelanja di supermarket dan persepsi konsumen atas harga-kualitas-nilai

RIMIYATI, Hasnah, Dr. Basu Swastha Dh., MBA

2003 | Tesis | S2 Manajemen

Penelitian ini bertujuan untuk menguji pengaruh pengalaman berbelanja di supermarket pada persepsi konsumen atas harga, kualitas, nilai, dan pengaruhnya pada kemauan untuk berbelanja. Berdasarkan pada penelitian sebelumnya oleh Kerin, Jain, dan Howard (1992), penelitian ini meneliti pengaruh pengalaman konsumen dalam berbelanja di supermarket secara langsung dan tidak langsung (melalui persepsi harga dan persepsi kualitas) terhadap persepsi nilai suatu supermarket. Subyek penelitian ini adalah pelanggan supermarket yang berdomisili di Yogyakarta yang berusia diatas 18 tahun, berjumlah 196 responden. Pengumpulan data dilakukan dengan metode survey, yaitu menggunakan kuesioner. Metode analisis data menggunakan Structura l Equation Modeling (SEM) dengan pendekatan two-step modeling approach. Hasil penelitian menunjukkan bahwa pengalaman berbelanja yang dirasakan oleh konsumen berpengaruh secara langsung maupun tak langsung (melalui persepsi harga dan persepsi kualitas) terhadap persepsi nilai supermarket, yang akhirnya juga berpengaruh pada kemauan untuk berbelanja di supermarket tersebut. Ke-enam hipotesis yang diajukan didukung dalam penelitian ini.

This study was intended to test the effects of shopping experience in supermarkets on consumers’ perception on price, quality, values and willingness to shop. Based on the previous study conducted by Kerin, Jain, and Howard (1992), this study examined the direct and indirect effects of shopping in supermarkets (through perceived price and quality) on perceived values of supermarket. The subjects of this study were 196 supermarket consumers who lived in Yogyakarta. They were minimally 18 years of age. Questionnaires were employed to collect the data. The data were then analyzed by Structural Equation Modeling, with two-step modeling approach. The results of the analysis suggested that consumers’ shopping had both direct and indirect effects on (through perceived price and quality) on perceived values of supermarket and finally on willingness to shop in the supermarkets. The six hypotheses proposed were supported in this study.

Kata Kunci : Pengalaman berbelanja, Persepsi harga, Persepsi kualitas, Persepsi nilai, Kemauan untuk berbelanja, Shopping Experience, Perceived Price, Perceived Quality, Perceived Values, Willingness to shop