EFEKTIFITAS DISKON DAN HADIAH SEBAGAI SARANA PROMOSI ... · i efektifitas diskon dan hadiah sebagai...
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EFEKTIFITAS DISKON DAN HADIAH SEBAGAI SARANA
PROMOSI PENJUALAN UNTUK MENARIK NIAT BELI
KONSUMEN TERHADAP BUMBU MAGIC LEZAAT
(Studi Kasus di Pasar Besar Malang)
Untuk memenuhi salah satu persyaratan memperoleh Gelar Magister
Universitas Muhammadiyah Malang
Diajukan oleh:
AMIR FAESOL
201110280211008
MAGISTER MANAJEMEN
PROGRAM PASCASARJANA
UNIVERSITAS MUHAMMADIYAH MALANG
2013
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KATA PENGANTAR
Assalamu’alaikum Wr Wb
Dengan memanjatkan puji syukur kehadirat Allah SWT atas segala dan karunia-
Nya, sehingga penulis mampu menyelesaikan tesis dengan judul “ Efektifitas Diskon
dan Hadiah sebagai Sarana Promosi Penjualan untuk Menarik Minat Beli Konsumen
terhadap Bumbu Magic Lezaat (Studi Kasus di Pasar Besar Malang)”. Tesis ini ditulis
dalam rangka melengkapi syarat-syarat untuk memperoleh gelar Magister Manajemen
Universitas Muhammdiyah Malang dan juga sebagai bentuk aplikasi penerapan teori-
teori yang didapat selama proses kuliah.
Pada kesempatan ini penulis ingin mengucapkan terima kasih yang sebesar-
besarnya atas segala jasa dan bantuan yang telah diberikan oleh pihak-pihak yang terkait
selama penyelesaian tesis ini, kepada yang terhormat:
1. Dr. H. Muhadjir Effendy MAp selaku Rektor Universitas Muhammadiyah
Malang
2. Dr. Widayat, MM selaku Dosen pembimbing I yang penuh kesabaran, dalam
memberikan pengarahan dan penjelasan dalam penulisan tesis ini
3. Dr. Ahmad Juanda MM, Ak Selaku Dosen Pembimbing II yang memberikan
saran dan dukungan dalam penulisan tesis ini.
4. Dr. Fien Zulfikarijah, MM dan Dr. Idah Zuhroh, MM selaku dewan penguji
yang telah memberikan saran dalam penulisan tesis ini.
5. Seluruh staf pengajar dan tata usaha program pasca sarjana Universitas
Muhammadiyah Malang yang telah banyak membantu terlaksanya penulisan
tesis ini
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6. Ayah, Ibu dan Kakak-kakakku yang tercinta yang telah memberikan
dukungan dan do’anya
7. Kepada seluruh teman-teman Magister Manajemen Kelas B angkatan 2011
yang memberi saya inspirasi dan semangat
8. Kepada para responden yang telah bersedia mengisi kuesioner penelitian ini
9. Kepada semua pihak yang tidak dapat disebutkan satu-persatu yang telah
memberikan dukungan dan bantuan
Semoga amal baik bapak, ibu dan saudara-saudara yang turut memberikan warna
dalam penyelesaian tesis ini mendapatkan imbalan dari Allah SWT. Penulis menyadari
tesis ini masih memiliki kekurangan, oleh karena itu kritik dan saran bagi peningkatan
kualitas penulisan ilmiah serta penelitian lanjutan sangat diharapkan. Di akhir pengantar
ini penulis berharap tesis ini dapat memberikan manfaat bagi siapapun yang
membacanya.
Wassalamu’alaikum Wr Wb
Malang, Maret 2013
Penulis
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DAFTAR ISI
KATA PENGANTAR ........................................................................................................... i
ABSTRAK ....................................................................................................................... iii
DAFTAR ISI ....................................................................................................................... iv
DAFTAR TABEL ................................................................................................................. viii
DAFTAR GAMBAR ............................................................................................................ xi
DAFTAR LAMPIRAN ......................................................................................................... xii
BAB I PENDAHULUAN ..................................................................................................... 1
A. Latar Belakang .......................................................................................................... 1
B. Rumusan Masalah ..................................................................................................... 9
C. Tujuan Penelitian ....................................................................................................... 9
D. Batasan Masalah ........................................................................................................ 10
E. Manfaat Penelitian ..................................................................................................... 10
BAB II KAJIAN PUSTAKA ................................................................................................ 11
A. Penelitian Terdahulu ................................................................................................. 11
B. Kajian Teori ............................................................................................................... 18
1. The Theory of Planned Behavior ......................................................................... 18
2. Efektifitas ............................................................................................................ 20
3. Pengertian Promosi ............................................................................................. 21
4. Promosi Penjualan ............................................................................................... 22
5. Diskon ................................................................................................................. 24
6. Hadiah ................................................................................................................. 26
7. Sikap .................................................................................................................... 27
8. Niat ...................................................................................................................... 29
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9. Keputusan Pembelian .......................................................................................... 30
10. Kerangka Berpikir dan Hipotesis ........................................................................ 33
BAB III METODE PENELITIAN ........................................................................................ 40
A. Jenis Penelitian .......................................................................................................... 40
B. Ruang Lingkup Penelitian ......................................................................................... 40
C. Populasi dan Sampel ................................................................................................. 41
D. Jenis dan Sumber Data .............................................................................................. 43
E. Pengukuran dan Penskalaan Data .............................................................................. 44
F. Definisi Operasional Variabel ................................................................................... 44
G. Pengujian Instrumen Penelitian ................................................................................. 47
H. Teknik Analisa Data .................................................................................................. 56
I. Uji Hipotesis .............................................................................................................. 57
BAB IV HASIL DAN PEMBAHASAN ............................................................................... 58
A. Karakteristik Responden ........................................................................................... 58
1. Jenis Kelamin ...................................................................................................... 58
2. Usia ...................................................................................................................... 59
3. Pendidikan ........................................................................................................... 60
4. Pekerjaan ............................................................................................................. 60
5. Jumlah Penghasilan tiap Bulan ............................................................................ 61
B. Deskripsi Jawaban ..................................................................................................... 62
1. Distribusi Jawaban Variabel Sikap terhadap Diskon .......................................... 62
2. Distribusi Jawaban Variabel Sikap terhadap Hadiah .......................................... 64
3. Distribusi Jawaban Variabel Niat Beli ................................................................ 65
4. Distribusi Jawaban Variabel Keputusan Pembelian ............................................ 68
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C. Sikap Konsumen terhadap Diskon dan Hadiah ......................................................... 71
D. Hasil Partial Least Square ........................................................................................ 73
1. Inner Model (Model Struktural) .......................................................................... 73
2. Evaluasi hubungan antar konstruk ...................................................................... 75
E. Hasil Pengujian Hipotesis ......................................................................................... 78
1. Pengujian Hipotesis Variabel Sikap dengan Niat Beli ........................................ 78
2. Pengujian Hipotesis Variabel Niat Beli dengan Keputusan Pembelian .............. 78
3. Pengujian Hipotesis Variabel Sikap dengan Keputusan Pembelian ................... 79
F. Pembahasan ............................................................................................................... 81
1. Sikap konsumen terhadap diskon dan hadiah ...................................................... 81
2. Hubungan Variabel Sikap dengan Niat Beli ....................................................... 82
3. Hubungan Variabel Niat Beli dengan Keputusan Pembelian ............................. 84
4. Hubungan Variabel Sikap dengan Keputusan Pembelian ................................... 85
5. Perbedaan Efektifitas Pengaruh Langsung antara Sikap terhadap Keputusan
Pembelian dengan Pengaruh Sikap terhadap Keputusan Pembelian melalui
Niat ..................................................................................................................... 86
BAB V KESIMPULAN DAN SARAN ................................................................................ 88
A. Kesimpulan ................................................................................................................ 88
B. Saran .......................................................................................................................... 89
DAFTAR PUSTAKA ............................................................................................................ 90
LAMPIRAN-LAMPIRAN
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DAFTAR TABEL
Tabel 1.1 : Perusahaan penyedap rasa .............................................................................. 5
Tabel 1.2 : Gramasi Produk .............................................................................................. 7
Tabel 2.1 : Penelitian terdahulu ......................................................................................... 12
Tabel 3.1 : Rincian variabel operasional dan indikator serta skala penelitian ……... ....... 46
Tabel 3.2 : Rincian variabel operasional dan indikator serta skala penelitian ……... ....... 46
Tabel 3.3 : Ringkasan Uji Convergent Validity Variabel Sikap terhadap Diskon ............. 48
Tabel 3.4 : Ringkasan Uji Convergent Validity item yang valid untuk Variabel
Sikap terhadap Hadiah ..................................................................................... 49
Tabel 3.5 : Ringkasan Uji Convergent Validity item yang tidak valid untuk
Variabel Sikap terhadap Hadiah ...................................................................... 50
Tabel 3.6 : Ringkasan Uji Convergent Validity item yang valid untuk Variabel Niat ...... 50
Tabel 3.7 : Daftar Uji Convergent Validity item yang valid untuk Variabel Niat ............. 51
Tabel 3.8 : Daftar Uji Convergent Validity item yang tidak valid untuk Variabel Niat .... 51
Tabel 3.9 : Daftar Uji Convergent Validity item yang valid untuk Variabel Keputusan
Pembelian .......................................................... ....................... ....................... 52
Tabel 3.10 : Daftar Uji Convergent Validity item yang tidak valid untuk Variabel
Keputusan Pembelian ....................................... ............................................... 52
Tabel 3.11 : Daftar Uji Diskriminan Validity ...................... ............................................... 53
Tabel 3.12 : Daftar Uji Diskriminan Validity ...................... ............................................... 54
Tabel 3.13 : Nilai internal consistency dan Cronbachs Alpha ........................................... 55
Tabel 4.1 : Karakteristik Responden Berdasarkan Jenis Kelamin .................................... 58
Tabel 4.2 : Karakteristik Responden Berdasarkan Usia ... ............................................... 59
Tabel 4.3 : Karakteristik Responden Berdasarkan Pendidikan ....................................... 60
Tabel 4.4 : Karakteristik Responden Berdasarkan Pekerjaan .......................................... 61
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Tabel 4.5 : Karakteristik Responden Berdasarkan Penghasilan Tiap Bulan .................... 62
Tabel 4.6 : Distribusi Jawaban Responden Mengenai Besarnya Diskon .......................... 63
Tabel 4.7 : Distribusi Jawaban Responden Mengenai Syarat Pemberian Diskon ............. 63
Tabel 4.8 : Distribusi Jawaban Responden Mengenai Merek Bumbu Masak ditawarkan
dengan Diskon ............................................... ............................................... 64
Tabel 4.9 : Distribusi Jawaban Responden Mengenai hadiah berupa sendok ................... 64
Tabel 4.10 : Distribusi Jawaban Responden Mengenai Jumlah Hadiah Sendok ................ 65
Tabel 4.11 : Distribusi Jawaban Responden Mengenai Besarnya Niat untuk Membeli
Bumbu Magic Lezaat ...................................... ....................... ....................... 66
Tabel 4.12 : Distribusi Jawaban Responden Mengenai Niat untuk Membeli Bumbu
Magic Lezaat pada akhir Minggu ................... ............................................... 66
Tabel 4.13 : Distribusi Jawaban Responden Mengenai Keinginan untuk Segera
Membeli lagi Bumbu Magic Lezaat ............... ............................................... 67
Tabel 4.14 : Distribusi Jawaban Responden Mengenai usaha untuk mendapatkan
Bumbu Magic Lezaat ................................... ....................... ....................... 68
Tabel 4.15 : Distribusi Jawaban Responden Mengenai Keyakinan terhadap Kemasan
8gr sebagai Ukuran Kemasan yang praktis ... ............................................... 68
Tabel 4.16 : Distribusi Jawaban Responden Mengenai Tempat Membeli Bumbu Magic
Lezaat ............................................................ ............................................... 69
Tabel 4.17 : Distribusi Jawaban Responden Mengenai Ukuran/Kemasan bumbu Magic
Lezaat yang sering dibeli ................................ ............................................... 70
Tabel 4.18 : Distribusi Jawaban Responden Mengenai Rata-rata Pembelian dalam
Sekali Belanja .................................................. ............................................... 71
Tabel 4.19 : Statistik Deskirptif Sikap terhadap Diskon ..... ............................................... 72
Tabel 4.20 : Statistik Deskirptif Sikap terhadap Hadiah ..... ............................................... 73
Tabel 4.21 : Nilai R- square pada setiap variabel penelitian .............................................. 74
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Tabel 4.22 : Nilai Path Koefisien setiap jalur Hubungan Variabel Penelitian .................... 75
Tabel 4.23 : Pengujian Hipotesis Penelitian ........................ ............................................... 80
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DAFTAR GAMBAR
Gambar 2.1: The Thoery of Planned Behavior ...................................................................... 11
Gambar 2.2: Model Perilaku Konsumen .............................................................................. 24
Gambar 2.3: Kerangka Berpikir ........................................................................................... 31
Gambar 3.1: Ilustrasi Denah Pasar Besar ............................................................................. 41
Gambar 4.1: Model hubugan antar variabel penelitian ........................................................ 75
Gambar 4.2: Model Diagram Jalur dengan Metode Boostraping ........................................ 79
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DAFTAR LAMPIRAN
Lampiran 1 Kuesioner penelitian
Lampiran 2 Data Primer Jawaban Responden
Lampiran 3 Data Responden
Lampiran 4 Frekuensi Tabel
Lampiran 5 Print out Partial Least Square
Lampiran 6 Tabel t
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