PENGARUH KUALITAS PRODUK CITRA MEREK DAN
PERSEPSI HARGA TERHADAP KEPUTUSAN
PEMBELIAN SMARTPHONE XIAOMI
SKRIPSI
ANAK AGUNG NGURAH PUTRA PERMADI 1310111023
PROGRAM STUDI MANAJEMEN PROGRAM SARJANA
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA
2019
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PENGARUH KUALITAS PRODUK CITRA MEREK DAN
PERSEPSI HARGA TERHADAP KEPUTUSAN
PEMBELIAN SMARTPHONE XIAOMI
SKRIPSI
Diajukan Sebagai Salah Satu Syarat Untuk Memperoleh Gelar
Sarjana Manajemen
ANAK AGUNG NGURAH PUTRA PERMADI 1310111023
PROGRAM STUDI MANAJEMEN PROGRAM SARJANA
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA
2019
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iv
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SKRIPSI
PENGARUH KUALITAS PRODUK CITRA MEREK DAN
PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN
SMARTPHONE XIAOMI
Dipersiapkan dan disusun oleh:
ANAK AGUNG NGURAH PUTRA PERMADI
1310111023
Pembimbing I
Drs. Hariyanto Ridwan, M.M
Pembimbing II
Tati Handayani S.E, M.M
Jakarta, Desember 2018
Mengetahui,
Ketua Program Studi Manajemen Program Sarjana
Wahyudi, S.E., M.M
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INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE AND
PRICE PERCEPTION OF PURCHASING DECISIONS
ON XIAOMI SMARTPHONES
By
Anak Agung Ngurah Putra Permadi
Abstract
This research was conducted to test how big purchasing decisions Towards
Smartphones Xiaomi, as the influence of product quality, brand image and
perception of the price. The population in this research is the community
Neighborhood Pondok Cabe, Tangerang Selatan. Sampling techniques using a
purposive sampling by taking samples as many as 75 people. Data collection
questionnaire with likert scale using method PLS (Partial Least Square) with the
software SmartPLS 3.0. The results of this study suggest that (1) the quality of the
product significantly to influential buying decision. (2) the brand image has no
effect against significant purchasing decisions. (3) the perception of price effect
significantly to purchasing decisions.
Keyword : product quality, brand image, perception of price and purchasing
decisions
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PENGARUH KUALITAS PRODUK, CITRA MEREK DAN
PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN
SMARTPHONE XIAOMI
Oleh
Anak Agung Ngurah Putra Permadi
Abstrak
Penelitian ini dilakukan untuk menguji seberapa besarKeputusan Pembelian
Terhadap Smartphone Xiaomi, seperti pengaruh Kualitas Produk, Citra Merek dan
Persepsi Harga. Populasi dalam penelitian ini adalah masyarakat Kelurahan
Pondok Cabe, Tangerang Selatan. Teknik pengambilan sampel menggunakan
purposive sampling dengan mengambil sampel sebanyak 75 orang. Pengumpulan
data menggunakan kuesioner dengan skala likert dengan metode PLS (Partial
Least Square) dengan software SmartPLS3.0. Hasil penelitian ini menunjukan
bahwa (1) kualitas produk berpengaruh signifikan terhadap keputusan pembelian.
(2) citra merek tidak berpengaruh signifikan terhadap keputusan pembelian. (3)
persepsi harga berpengaruh signifikan terhadap keputusan pembelian.
Kata Kunci: Kualitas Produk, Citra Merek, Persepsi Harga dan Keputusan
Pembelian
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BERITA ACARA UJIAN SKRIPSI
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PRAKATA
Puji syukur penulis panjatkan kehadirat Sang Hyang Widhi Wasa, Tuhan
yang mahakuasa atas segala karunianya, sehingga skipsi ini berhasil dijalankan.
Judul yang dipilih dalam skripsi ini adalah “Pengaruh Kualitas Produk, Citra
Merek, Persepsi Harga terhadap Keputusan Pembelian”. Terima kasih penulis
ucapkan kepada Bapak Dr. Prasetyo Hadi,S.E., M.M selaku Dekan Fakultas
Ekonomi dan Bisnis Universitas Pembangunan Nasional “Veteran” Jakarta, Dr.
Jubaedah, SE.,MM Selaku Ketua Jurusan S1- Manajemen dan Wahyudi,S.E.,
M.M. selaku kepala program Studi S-1 Manajemen serta Drs. Hariyanto Ridwan,
M.M selaku dosen pembimbing I dan Ibu Tati Handayani S.E, M.M. dosen
pembimbing II yang telah banyak memberikan kesempatan, arahan dan saran
yang sangat bermanfaat bagi penulis.
Disamping itu, ucapan terima kasih juga disampaikan kepada Bapak Anak
Agung Made Purwa dan Ibu Sagung Anom Suryani selaku kedua orang tua
tercinta, Anak Agung Sagung Sinta Dewi Purwati selaku kakak. I Gusti Ngurah
Alit Nanjaya selaku kakak ipar, I Gusti Ngurah Arsya Rafandra Wijaya selaku
keponakan tercinta, yang tidak henti-hentinya memberikan penulis semangat dan
doa dalam menyelesaikan tugas akhir ini.
Penulis juga sampaikan kepada sahabat-sahabat terdekat yang telah berjasa
dalam penelitian ini yaitu Agni, Yukey, Arie, Jaya, Dede, Bimo, Arung, Aruni,
Wayan, Safira, Tiwi, Nurul, Irvan, Ayu, Yusnia, Syifana, Calvin, serta keluarga
besar Local A, keluarga besar Smokar 2013, Davit, Aji, Yoga, Yudo, Dio
(Warkop AA gondong) serta teman-teman S1 Manajemen 2013, yang penulis
tidak bisa sebutkan satu persatu tanpa mengurangi rasa hormat yang telah
membantu dalam penulisan skripsi ini.
Jakarta, 07 Januari 2019
Anak Agung Ngurah Putra Permadi
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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 UJIAN SKRIPSI............................................................. viii
PRAKATA .................................................................................................... ix
DAFTAR ISI ................................................................................................. x
DAFTAR TABEL ......................................................................................... xiii
DAFTAR GAMBAR ..................................................................................... xiv
DAFTAR LAMPIRAN ................................................................................. xv
BAB I PENDAHULUAN ....................................................................... 1
1.1 Latar Belakang ............................................................................. 1
1.2 Perumusan Masalah ...................................................................... 4
1.3 Tujuan Penelitian .......................................................................... 5
1.4 Manfaat Hasil Penelitian ............................................................... 5
BAB II TINJAUAN PUSTAKA, MODEL PENELITIAN &
HIPOTESIS ................................................................................ 6
2.1 Tinjauan Pustaka .......................................................................... 6
2.1.1 Definisi Pemasaran ....................................................................... 6
2.1.2 Keputusan Pembelian ................................................................... 7
2.1.2.1 Definisi Keputusan Pembelian ...................................................... 7
2.1.2.2 Indikator Keputusan Pembelian .................................................... 8
2.1.2.3 Tipe Pengambilan Keputusan Konsumen ...................................... 8
2.1.2.4 Tahap-Tahap Dalam Proses Pembelian ......................................... 9
2.1.3 Kualitas Produk ............................................................................ 10
2.1.3.1 Pengertian Pruduk......................................................................... 10
2.1.3.2 Tujuan Produk .............................................................................. 10
2.1.3.3 Bentuk Produk .............................................................................. 11
2.1.3.4 Pengembangan Produk.................................................................. 11
2.1.3.5 Pengertian Kualitas Produk ........................................................... 12
2.1.3.6 Indikator Kualitas Produk ............................................................. 12
2.1.4 Citra Merek .................................................................................. 13
2.1.4.1 Definisi Merek .............................................................................. 13
2.1.4.2 Manfaat Merek ............................................................................. 14
2.1.4.3 Pengertian Citra Merek ................................................................. 14
2.1.4.4 Manfaat Citra Merek ..................................................................... 15
2.1.4.5 Indikator Citra Merek ................................................................... 15
2.1.5 Persepsi Harga .............................................................................. 16
2.1.5.1 Pengertian Persepsi Harga ............................................................ 16
2.1.5.2 Definisi Persepsi ........................................................................... 16
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2.1.5.3 Persepsi atas Harga ....................................................................... 17
2.1.5.4 Strategi Penetapan Harga .............................................................. 17
2.1.5.5 Tujuan Penetapan Harga ............................................................... 17
2.1.5.6 Indikator Persepsi Harga ............................................................... 18
2.2 Model Penelitian ........................................................................... 18
2.4 Pengembangan Hipotesis .............................................................. 19
2.3.1 Pengaruh Kualitas Produk Terhadap Keputusan Pembelian ........... 19
2.3.2 Pengaruh Citra Merek Terhadap Keputusan Pembelian ................. 20
2.3.3 Pengaruh Persepsi Harga Terhadap Keputusan Pembelian ........... 20
BAB III METODE PENELITIAN ........................................................... 21
3.1 Definisi Operasional dan Pengukuran Variabel ............................. 21
3.1.1 Definisi Operasional ..................................................................... 21
3.1.2 Pengukuran Variabel..................................................................... 22
3.2 Penentuan Populasi dan Sampel .................................................... 22
3.2.1 Populasi ........................................................................................ 22
3.2.2 Sampel.......................................................................................... 22
3.2.2.1 Teknik Pengambilan Sampel ......................................................... 23
3.3 Teknik Pengumpulan Data ............................................................ 23
3.3.1 Jenis Data ..................................................................................... 23
3.3.2 Sumber Data ................................................................................. 24
3.3.3 Pengumpulan Data ........................................................................ 24
3.4. Teknik Analisis dan Uji Hipotesis ................................................. 25
3.4.1 Analisis Data ................................................................................ 25
3.4.1.1 Analisis Deskriptif ........................................................................ 25
3.4.1.2 Partial Least Square (PLS) ............................................................ 26
3.4.1.3 Cara Kerja Partial Least Square (PLS) ......................................... 27
3.4.1.4 Tahap-tahap Partial Least Square (PLS) ....................................... 27
3.4.2 Uji Validitas dan Reliabilitas ........................................................ 27
3.4.3 Uji Hipotesis ................................................................................. 28
3.4.3.1 Koefisien Determinasi (Uji R2) .................................................... 28
3.4.3.2 Uji Signifikan Parsial (Uji T) ........................................................ 28
3.5 Kerangka Model Penelitian ........................................................... 29
BAB IV HASIL DAN PEMBAHASAN.................................................... 30
4.1 Hasil Penelitian ............................................................................. 30
4.1.2 Deskripsi Data .............................................................................. 33
4.1.2.2 Persepsi Responden Terhadap Variabel Penelitian ........................ 35
4.1.3 Uji Hipotesis dan Analisis ............................................................. 38
4.1.3.1 Uji Validitas dan Uji Reliabilitas .................................................. 38
4.1.3.2 Model Pengukuran (Outer Model) ................................................ 38
4.1.3.3 Uji Validitas Konveregen.............................................................. 41
4.1.3.4 Uji Validitas Diskriminan ............................................................. 42
4.1.3.5 Uji Reliabilitas PLS ...................................................................... 43
4.1.3.6. Model Struktural (Inner Model) .................................................... 44
4.1.3.8. Uji t-Statistik ................................................................................ 44
4.2 Pembahasan .................................................................................. 45
4.2.1 PengaruhKualitas Produk (X1)Keputusan Pembelian .................... 45
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4.2.2 Pengaruh Citra Merek (X2) Dengan Keputusan pembelian ............ 46
4.2.3. Pengaruh Persepsi Harga (X3) Dengan Keputusan Pembelian ....... 46
BAB V SIMPULAN DAN SARAN ......................................................... 48
5.1. Simpulan ...................................................................................... 48
5.2 Saran ............................................................................................ 48
DAFTAR PUSTAKA .................................................................................... 50
RIWAYAT HIDUP
LAMPIRAN
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DAFTAR TABEL
Tabel 1. Laporan Penjualan Smartphone periode 2015/2017 ....................... 2
Tabel 2. Pengukuran Variabel..................................................................... 22
Tabel 3. Kisi-Kisi Instrumen Penelitian ...................................................... 25
Tabel 4. Peringkat Jawaban Kuisioner ........................................................ 25
Tabel 5. Interpretasi Nilai Presentase Responden ........................................ 26
Tabel 6. Karakteristik Responden menurut Jenis Kelamin .......................... 33
Tabel 7. Karakteristik Responden Menurut Usia ......................................... 34
Tabel 8. Karakteristik Responden Menurut Status Pendidikan .................... 34
Tabel 9. Hasil Jawaban Responden Terhadap Variabel Kualitas Produk ..... 35
Tabel 10. Hasil Jawaban Responden Terhadap Variabel Citra Merek ........... 36
Tabel 11. Hasil Jawaban Responden Terhadap Variabel Persepsi Harga ....... 37
Tabel 12. Hasil Jawaban Responden Terhadap Variabel Keputusan
Pembelian ..................................................................................... 37
Tabel 13. Outer Loading Factor ................................................................... 41
Tabel 14. Fornell-Larcker Criterion ............................................................. 42
Tabel 15. Average Variance Extracted (AVE) ............................................... 42
Tabel 16. Composite Reliability .................................................................... 43
Tabel 17. Cronbach’s alpha ......................................................................... 43
Tabel 18. Nilai R Square dan R Square Adjusted .......................................... 44
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DAFTAR GAMBAR
Gambar 1. Jumlah Pengguna Smartphone di Indonesia
Tahun 2013 s/d 2017 .................................................................... 2
Gambar 2. Model Lima Tahap Proses Membeli.............................................. 9
Gambar 3. Kerangka Pemikiran. .................................................................... 19
Gambar 4. Langkah-Langkah Analisis PLS .................................................... 27
Gambar 5. Kerangka Model Penelitian ........................................................... 29
Gambar 6. Outer Model ................................................................................. 39
Gambar 7. Outer Model (Reestimasi) ............................................................. 40
Gambar 8. Inner Model .................................................................................. 45
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DAFTAR LAMPIRAN
Lampiran 1. Penelitian Terdahulu.
Lampiran 2. Matriks Penelitian Terdahulu.
Lampiran 3. Kuesioner Penelitian.
Lampiran 4. Data Kuesioner 75 Responden.
Lampiran 5. R Tabel dan T Tabel.
Lampiran 6. Hasil Olah PLS (Partial Least Square)
Lampiran 7. Surat Riset