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PENGARUH CITRA MEREK, KUALITAS PELAYANAN, DAN
HARGA TERHADAP KEPUTUSAN PENGGUNAAN JASA
GO-JEK DI ITC BSD
SKRIPSI
PANJI NUGROHO 1410111038
PROGRAM STUDI MANAJEMEN PROGRAM SARJANA
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA
2019
PENGARUH CITRA MEREK, KUALITAS PELAYANAN, DAN
HARGA TERHADAP KEPUTUSAN PENGGUNAAN JASA
GO-JEK DI ITC BSD
SKRIPSI
Diajukan Sebagai Salah Satu Syarat Untuk Memperoleh Gelar
Sarjana Manajemen
PANJI NUGROHO 1410111038
PROGRAM STUDI MANAJEMEN PROGRAM SARJANA
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA
2019
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PERNYATAAN ORISINALITAS
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PERNYATAAN PERSETUJUAN PUBLIKASI
SKRIPSI UNTUK KEPENTINGAN AKADEMIS
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SKRIPSI
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The Effect of Brand Image, Service Quality, and Price on the Decision of Using
Go-Jek Services at ITC BSD
By
Panji Nugroho
Abstract
This research is a quantitative research that aims to determine the effect of
brand image, service quality, and price on the decision to use Go-Jek services.
The population in this study were Go-Jek service users at ITC BSD. The sample
size was taken as many as 75 respondents, with non probability sampling method,
especially purposive sampling. Data collection is done through the distribution of
questionnaires. The analysis technique used is the method of PLS (Partial Least
Square) analysis with SmartPLS3.0 software. The results of this study indicate
that (1) Brand Image has no significant effect on purchasing decisions with a path
coefficient of 0.033. (2) Service Quality has a significant influence on purchasing
decisions with a path coefficient of 0.743. (3) Prices have a significant influence
on purchasing decisions with a path coefficient of 0.321. The highest contribution
is in the influence of service quality on purchasing decisions with a path
coefficient of 0.743.
Keywords : Brand Image, Service Quality, Prices, and Purchasing Decisions.
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Pengaruh Citra Merek, Kualitas Pelayanan, dan Harga Terhadap Keputusan
Penggunaan Jasa Go-Jek Di ITC BSD
Oleh
Panji Nugroho
Abstrak
Penelitiaan ini merupakan penelitian kuantitatif yang bertujuan untuk
mengetahui pengaruh citra merek, kualitas layanan, dan harga terhadap keputusan
penggunaan jasa Go-Jek. Populasi dalam penelitian ini adalah pengguna jasa Go-
Jek di ITC BSD. Ukuran sampel diambil sebanyak 75 orang responden, dengan
metode non probability sampling khususnya purposive sampling. Pengumpulan
data dilakukan melalui penyebaran kuisioner. Teknik analisis yang digunakan
adalah metode analisis PLS (Partial Least Square) dengan software SmartPLS3.0.
Hasil penelitian ini menunjukan bahwa (1) Citra Merek memiliki pengaruh tidak
signifikan terhadap keputusan pembelian dengan koefisien jalur sebesar 0.033. (2)
Kualitas Layanan memiliki pengaruh signifikan terhadap keputusan pembelian
dengan nilai koefisien jalur sebesar 0.743. (3) Harga memiliki pengaruh signifikan
terhadap keputusan pembelian dengan nilai koefisien jalur sebesar 0.321.
Kontribusi tertinggi ada pada pengaruh kualitas layanan terhadap keputusan
pembelian dengan nilai koefisien jalur sebesar 0.743.
Kata Kunci : Citra Merek, Kualitas Layanan, Harga, dan Keputusan Pembelian.
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BERITA ACARA
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PRAKATA
Puji syukur peneliti panjatkan kepada Allah SWT atas segala rahmat serta
karunia-Nya sehingga skripsi ini berhasil diselesaikan. Penelitian ini dilaksanakan
sejak bulan Agustus sampai dengan Desember 2018 dengan Judul “Pengaruh
Citra Merek, Kualitas Pelayanan, Dan Harga Terhadap Keputusan
Penggunaan Jasa Go-Jek Di ITC BSD”. Pada kesempatan kali ini penulis
menyampaikan terima kasih kepada Bapak Dr. Prasetyo Hadi, S.E., M.M. CFMP.
selaku Dekan Fakultas Ekonomi dan Bisnis UPN “Veteran” Jakarta, Bapak
Wahyudi, S.E., M.M. selaku Ketua Program Studi Manajemen Program Sarjana.
Ibu Dr. Alfatih S. Manggabarani, S.E., M.Si dan Ibu Dra. Pusporini, M.M selaku
dosen pembimbing yang telah banyak memberikan arahan dan saran-saran yang
sangat bermanfaat, serta ucapan terimakasih penulis sampaikan kepada seluruh
Dosen, Staff Admin Fakultas Ekonomi dan Bisnis yang telah memberikan
bimbingan maupun arahan selama penelitian berjalan.
Di samping itu, ucapan terima kasih juga disampaikan kepada kedua
orangtua serta seluruh keluarga yang tiada hentinya memberikan peneliti
semangat dan selalu mendoakan yang terbaik, agar skripsi ini berhasil
diselesaikan. Ucapan terima kasih juga peneliti sampaikan kepada Cattleya.D,
Angga.M, Ricky.O, Srilestari, Aurel, Jafisman, Icha, Nada, A. Ridwan,
Fanindra.A, Erfan.A, Bayu.S, SARJEM, Kedox Army yang telah memberikan
semangat dan dukungan untuk menyelesaikan skripsi ini, teman-teman
seperjuangan serta seluruh temen-teman S1 Manajemen 2014 yang peneliti tidak
dapat sebutkan satu persatu tanpa mengurangi rasa hormat peneliti.
Kritik dan saran peneliti harapkan dan semoga skripsi ini bermanfaat.
Jakarta, 07 Januari 2019
Panji Nugroho
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DAFTAR ISI
HALAMAN SAMPUL .......................................................................................... i
HALAMAN JUDUL ............................................................................................. ii
PERNYATAAN ORISINALITAS ...................................................................... iii
PERNYATAAN PERSETUJUAN PUBLIKASI ............................................... iv
PENGESAHAN ..................................................................................................... v
ABSTRACT ........................................................................................................... vi
ABSTRAK ........................................................................................................... vii
BERITA ACARA ............................................................................................... viii
PRAKATA ............................................................................................................ ix
DAFTAR ISI .......................................................................................................... x
DAFTAR TABEL ............................................................................................... xii
DAFTAR GAMBAR .......................................................................................... xiii
DAFTAR LAMPIRAN ...................................................................................... xiv
BAB I PENDAHULUAN ............................................................................... 1 1.1 Latar Belakang ............................................................................................... 1 1.2 Perumusan Masalah ........................................................................................ 6 1.3 Tujuan Penelitian ............................................................................................ 6 1.4 Manfaat Penelitian .......................................................................................... 7
BAB II TINJAUAN PUSTAKA ..................................................................... 8 2.1 Tinjauan Pustaka ............................................................................................ 8
2.1.1 Keputusan Pembelian ..................................................................................... 8
2.1.2 Citra merek dan Keputusan Pembelian ........................................................ 11
2.1.3 Kualitas Layanan dan Keputusan Pembelian ............................................... 14
2.1.4 Harga dan Keputusan Pembelian .................................................................. 16
2.2 Kerangka Pemikiran ..................................................................................... 18 2.3 Hipotesis ....................................................................................................... 19
BAB III METODE PENELITIAN ................................................................ 22 3.1 Definisi Operasional dan Pengukuran Variabel ........................................... 22
3.1.1 Definisi Operasional ..................................................................................... 22
3.1.2 Pengukuran Variabel .................................................................................... 23
3.2 Populasi dan Pengambilan Sampel ............................................................... 23
3.2.1 Populasi ........................................................................................................ 23
3.2.2 Sampel .......................................................................................................... 24
3.3 Teknik Pengumpulan Data ........................................................................... 24
3.3.1 Jenis Data ..................................................................................................... 24
3.3.2 Sumber Data ................................................................................................. 25
3.3.3 Pengumpulan Data ....................................................................................... 25
3.4 Analisa Data ................................................................................................. 26
3.4.1 Teknik Analisis Data .................................................................................... 26
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3.4.1.1 Teknik Analisa Deskriptif ............................................................................ 26
3.4.1.2 Partial Least Square ..................................................................................... 28
3.4.1.3 Cara Kerja Partial Least Square (PLS) ........................................................ 28
3.4.1.4 Langkah-Langkah Partial Least Square (PLS) ............................................ 28
3.4.2 Uji Validitas dan Reliabilitas ........................................................................ 29
3.4.3 Uji Hipotesis ................................................................................................. 30
3.4.3.1 Uji t (Uji Signifikan Parameter Individual) .................................................. 30
3.4.3.2 Koefisien Determinasi (Uji R2) .................................................................... 31
3.5 Kerangka Model Penelitian .......................................................................... 31
BAB IV HASIL DAN PEMBAHASAN ........................................................ 33 4.1 Deskripsi Obyek Penelitian .......................................................................... 33
4.1.1 Sejarah Gojek Indonesia ............................................................................... 33
4.1.2 Visi dan Misi Perusahaan PT. Go-Jek Indonesia ......................................... 36
4.2 Deskripsi Data .............................................................................................. 37
4.2.1 Deskripsi Data Responden ........................................................................... 37
4.2.1.2 Analisis Deskriptif ........................................................................................ 38
4.3 Uji Hipotesis dan Analisis ............................................................................ 43
4.3.1 Model Pengukuran (Outer Model) ............................................................... 43
4.3.1.1 Uji Validitas Konvergen ............................................................................... 47
4.3.1.2 Uji Validitas Diskriminan............................................................................. 48
4.3.2 Model Struktural (Inner Model) ................................................................... 49
4.3.2.1 R-Square ....................................................................................................... 50
4.3.2.2 Q-Square ....................................................................................................... 50
4.3.2.3 Uji Hipotesis ................................................................................................. 51
4.3.2.4 Uji t-Statistik ................................................................................................ 51
4.4 Pembahasan .................................................................................................. 54
4.4.1 Pengaruh Citra Merek Terhadap Keputusan Pembelian ............................... 54
4.4.2 Pengaruh Kualitas Layanan Terhadap Keputusan Pembelian ...................... 55
4.4.3 Pengaruh Harga Terhadap Keputusan Pembelian ........................................ 56
BAB V SIMPULAN DAN SARAN .............................................................. 57 5.1 Simpulan ....................................................................................................... 57 5.2 Keterbatasan Penelitian ................................................................................ 57 5.3 Saran ............................................................................................................. 58
DAFTAR PUSTAKA .......................................................................................... 60
RIWAYAT HIDUP
LAMPIRAN
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DAFTAR TABEL
Tabel 1. Penggunaan Jumlah Kendaraan Bermotor Di Indonesia Menurut Jenisnya
Tahun 2012-2016 ........................................................................................... 1
Tabel 2. Top Brand Index Jasa Transportasi Online tahun 2018 ................................. 4
Tabel 3. Pengukuran Variabel .................................................................................... 23
Tabel 4. Bobot Penilaian Berdasarkan Skala Likert ................................................... 25
Tabel 5. Kisi-Kisi Instrumen ...................................................................................... 26
Tabel 6. Peringkat Jawaban Responden .................................................................... 27
Tabel 7. Interpretasi Nilai Presentase Responden ...................................................... 27
Tabel 8. Tingkat Reliabilitas Berdasarkan Nilai Alpha .............................................. 30
Tabel 9. Data Responden ............................................................................................ 37
Tabel 10. Frekuensi Usia .............................................................................................. 38
Tabel 11. Pekerjaan/Status ........................................................................................... 38
Tabel 12. Hasil Tanggapan Responden Terhadap Variabel Keputusan Pembelian ..... 39
Tabel 13. Hasil Tanggapan Responden Terhadap Variabel Citra Merek ..................... 40
Tabel 14. Frekuensi Jawaban Responden Variabel Kualitas Layanan ......................... 41
Tabel 15. Frekuensi Jawaban Responden Variabel Harga ........................................... 42
Tabel 16. Outer Loading Factor Hasil Output PLS ...................................................... 47
Tabel 17. Fornell-Lacker Criterium.............................................................................. 48
Tabel 18. Average Variance Exracted (AVE) Output Hasil PLS ................................. 48
Tabel 19. Composite Reliability Hasil Output PLS ..................................................... 49
Tabel 20. Cronbach’s Alpha Hasil Output PLS ........................................................... 49
Tabel 21. Nilai R Square Hasil Output PLS ................................................................. 50
Tabel 22. Hasil Nilai Koefisien Analisis Jalur ............................................................. 51
Tabel 23. Hasil Uji t-Statistik ....................................................................................... 52
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DAFTAR GAMBAR
Gambar 1. Model Proses Keputusan Pembelian Lima Tahap................................ 8
Gambar 2. Model Perilaku Konsumen ................................................................. 10
Gambar 3. Kerangka Pemikiran ........................................................................... 19
Gambar 4. Langkah-Langkah Analisis PLS......................................................... 29
Gambar 5. Kerangka Model Penelitian ................................................................ 32
Gambar 6. Nilai Loading Faktor Menggunakan Diagram Jalur PLS .................. 44
Gambar 7. Gambar Outer Model Setelah Re-estimasi ......................................... 46
Gambar 8. Inner Model ........................................................................................ 53
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DAFTAR LAMPIRAN
Lampiran 1. Penelitian Sebelumnya
Lampiran 2. Matriks Penelitian Sebelumnya
Lampiran 3. Kuesioner Penelitian
Lampiran 4. Hasil Deskripsi Data Responden
Lampiran 5. Data Kuesioner 75 Responden
Lampiran 6. Hasil Analisa Deskriptif
Lampiran 7. Kerangka Model PLS
Lampiran 8. Hasil Output Outer Model PLS
Lampiran 9. Hasil Re-estimasi Output Outer Model PLS
Lampiran 10. Hasil Output Inner Model PLS
Lampiran 11. Hasil Output Model PLS
Lampiran 12. R Tabel dan T Tabel
Lampiran 13. Surat Riset