PENGARUH KUALITAS WEBSITE TERHADAP HEDONIC

SHOPPING MOTIVATION DAN IMPULSE BUYING

(Studi Kasus Mataharimall.com)

TESIS

Untuk Memenuhi Sebagian Persyaratan Memperoleh Derajat Gelar S-2

Magister Manajemen

Disusun oleh: Dwita Anggriani

NIM 201410280211007

PROGRAM PASCASARJANA UNIVERSITAS MUHAMMADIYAH MALANG

JANUARI 2017

SURAT PERNYATAAN

Yang bertanda tangan dibawah ini, saya:

Nama : Dwita Anggriani

NIM : 2014102802110007

Program Studi : Magister Manajemen

Dengan ini menyatakan dengan sebenar-benarnya bahwa:

TESIS dengan judul : PENGARUH KUALITAS WEBSITE TERHADAP HEDONIC SHOPPING MOTIVATION DAN IMPULSE BUYUNG (Studi kasus Mataharimall.com)

Adalah karya saya dan dalam naskah Tesis ini tidak terdapat karya ilmiah yang pernah diajukan oleh orang lain untuk memperoleh gelar akademik di suatu Perguruan Tinggi dan tidak terdapat karya atau pendapat yang pernah ditulis atau diterbitkan oleh orang lain, baik sebagian maupun keseluruhan, kecuali yang secara tertulis dikutip dalam naskah ini dan disebutkan dalam sumber kutipan dalam daftar pustaka

1. Apabila ternyata dalam naskah Tesis ini dapat dibuktikan terdapat unsur-unsur

PLAGIASI, saya bersedia Tesis ini DIGUGURKAN dan GELAR AKADEMIK YANG

TELAH SAYA PEROLEH DIBATALKAN, serta diproses sesuai dengan ketentuan

hokum yang berlaku.

2. Tesis ini dapat dijadikan sumber pustaka yang merupakan HAK BEBAS ROYALTY

NON EKSKLUSIF.

Demikian pernyataan ini saya buat dengan sebenarnya untuk dipergunakan sebagaimana mestinya.

Malang, 21 Januari 2017

Yang Menyatakan,

Dwita Anggriani

KATA PENGANTAR

Assalamu’alaikum Wr. Wb.

Segala puji bagi Allah SWT, yang telah memberikan Rahmat dan Karunianya, sehingga

penulis dapat menyelesaikan tesis yang berjudul: “Pengaruh Kualitas Website Terhadap Hedonic Shopping Motivation Dan Impulse Buying”

Tesis ini merupakan salah satu syarat studi yang harus ditempuh oleh seluruh mahasiswa Universitas Muhammadiyah Malang, guna menyelesaikan akhir studi pada jenjang program Strata 2.

Peneliti menyadari masih banyak kekurangan dan keterbatasan dalam penulisan tugas akhir ini. Untuk itu, penulis sangat mengharapkan saran yang membangun agar tulisan ini dapat berguna untuk perkembangan ilmu pengetahuan kedepan.

Malang, 28 September 2018

Penulis.

DAFTAR ISI

KATA PENGANTAR ................................................................................................... i

DAFTAR ISI ................................................................................................................. ii

DAFTAR TABEL ......................................................................................................... v

DAFTA GAMBAR ...................................................................................................... vi

DAFTAR LAMPIRAN ............................................................................................... vii

SURAT PERNYATAAN...........................................................................................viii

Abstrak ......................................................................................................................... ix

Abstract ......................................................................................................................... x

BAB I PENDAHULUAN ............................................................................................. 1

1.1 Latar Belakang..................................................................................................... 1

1.2 Rumusan Masalah ............................................................................................... 4

1.3 Tujuan Penelitian................................................................................................. 4

1.4 Kegunaan Penelitian ............................................................................................ 5

BAB II TINJAUAN PUSTAKA................................................................................... 6

2.1 Tinjauan Teori ..................................................................................................... 6

2.1.1 Kualitas Website ............................................................................................... 6

2.1.2 Motivasi Konsumen........................................................................................ 10

2.1.3 Motivasi belanja ............................................................................................. 10

2.1.4 Motivasi Hedonic ........................................................................................... 11

2.1.5 Keputusan Pembelian ..................................................................................... 14

2.1.6 Pembelian Tidak Terencana (Impulse buying) ............................................... 17

2.2 Tinjuan Penelitian Terdahulu ............................................................................ 20

2.3 Kerangka Pikir dan Hipotesis ....................................................................... 23

BAB III METODE PENELITIAN.............................................................................. 27

3.1 Jenis Penelitian .................................................................................................. 27

3.2 Populasi dan Sampel.......................................................................................... 27

3.3 Data dan Sumber Data....................................................................................... 28

3.4 Teknik Pengumpulan Data ................................................................................ 28

3.5 Operasional Variabel Penelitian ........................................................................ 29

3.6 Teknik Analisis Data ......................................................................................... 33

3.6.1 Rentang Skala ................................................................................................. 33

3.6.2 Analisis Partial Least Squares (PLS).............................................................. 34

3.7 Model pengukuran............................................................................................. 34

3.7.1 Uji validitas .................................................................................................... 35

3.7.2 Validitas konstruk........................................................................................... 35

3.7.3 Validitas konvergen ........................................................................................ 35

3.7.4 Validitas Diskriminan..................................................................................... 35

3.7.5 Uji Reliabilitas................................................................................................ 36

3.7.6 Model Struktural (Inner Model) dan uji hipotesa ........................................... 37

3.8 Pembahasan Hasil Uji Hipotesis ....................................................................... 37

3.9 Analisis Mediasi ................................................................................................ 37

BAB IV HASIL PENELITIAN DAN PEMBAHASAN ............................................ 39

4.1 Gambaran Umum Responden Penelitian........................................................... 39

4.1.1 Deskripsi Responden Menurut Domisili ........................................................ 39

4.1.2 Deskripsi Responden Menurut Usia ............................................................... 39

4.1.3 Deskripsi Responden Menurut Pekerjaan ...................................................... 40

4.2 Hasil Analisis Statistik Deskriptif ..................................................................... 41

4.2.1 Deskriptif Hasil Penelitian Variabel Kualitas Website................................... 41

4.2.1 Deskriptif Hasil Penelitian Variabel Hedonic Shopping Motivation ............. 44

4.2.3 Deskriptif Hasil Penelitian Variabel Impulse buying ..................................... 45

4.3 Uji Asumsi SEM PLS........................................................................................ 46

4.3.1 Pengujian Model Pengukuran......................................................................... 46

4.3.2 Validitas Konvergen ....................................................................................... 46

4.3.3 Validitas Diskriminan..................................................................................... 48

4.3.4 Uji Reliabilitas................................................................................................ 50

4.3.5 Pengujian Model Struktual (Stuctural Model) ............................................... 51

4.3.6 Pengujian Hipotesis ........................................................................................ 52

4.4 Pembahasan ....................................................................................................... 54

4.4.1 Kualitas website.............................................................................................. 55

4.4.2 Hedonic Shopping .......................................................................................... 55

4.4.3 Impluse buying ............................................................................................... 55

4.4.4 Pengaruh kualitas website terhadap hedonic shopping .................................. 56

4.4.5 Pengaruh kualitas website terhadap impluse buying. ..................................... 56

4.4.6 Pengaruh Hedonic Shopping terhadap Impluse Buying ................................. 57

4.4.7 Hedonic shopping motivation memediasi kualitas website terhadap impulse

buying. ..................................................................................................................... 58

KESIMPULAN DAN SARAN ................................................................................... 59

5.1 Kesimpulan................................................................................................... 59

5.2 Saran ............................................................................................................. 60

DAFTAR PUSTAKA ................................................................................................. 61

DAFTAR TABEL

Tabel 3.1Variabel dan Indikator Penelitian ................................................................ 29

Tabel 3.2 Kelompok Kelas Skala Interval .................................................................. 34

Tabel 3.3 Parameter Uji Validitas dalam PLS ............................................................ 36

Tabel 4.1 Presentase domisili responden .................................................................... 39

Tabel 4.2 Presentase umur responden ......................................................................... 40

Tabel 4.3 Presentase Pekerjaan Responden ............................................................... 41

Tabel 4.4 Distribusi Jawaban Indikator variabel kualitas website .............................. 41

Tabel 4.5 Distribusi Jawaban Pada Indikator Hedonic Shopping ............................... 44

Tabel 4.6 Distribusi Jawaban Pada Indikator Impluse Buyying ................................. 45

Tabel 4.7 Cross Loading ............................................................................................ 49

Tabel 4.8 Average Variance Extrated (AVE) ............................................................. 50

Tabel 4.9 Korelasi Variabel Laten .............................................................................. 50

Tabel 4.10 Cronbach’s alpha & Composite Reliability .............................................. 51

Tabel 4.11 R-Square.................................................................................................... 51

Tabel 4.12 UJI HIPOTESIS ....................................................................................... 53

Tabel 4.13 Total Effect mediasi model structural ....................................................... 53

DAFTAR GAMBAR

Gambar 2.1 Proses Pengambilan Keputusan .............................................................. 14

Gambar 2.2 Model Impulse Buyying Prosess ............................................................. 19

Gambar 2.3 Kerangka pikir penelitian ........................................................................ 23

Gambar 3.1 Model Mediasi......................................................................................... 38

Gambar 4.1 Pengujian model konstruk tahap 1 .......................................................... 48

Gambar 4.2 Model structural ...................................................................................... 52

DAFTAR LAMPIRAN

LAMPIRAN I KUESIONER PENELITIAN ............................................................ 64

LAMPIRAN II Tampilan Mataharimall.com ............................................................. 68

LAMPIRAN III Tampilan Halaman Facebook Mataharimall.com ............................ 69

LAMPIRAN IV Tampilan Kuesioner Online ............................................................. 70

LAMPIRAN V Tampilan Grafik Kuesioner Online ................................................... 71

LAMPIRAN VI Data Kuesioner Berdasar Pembobotan ............................................ 72

LAMPIRAN VII Laporan SmartPLS.......................................................................... 79

LAMPIRAN 8 Hasil Pengujian Mediasi..................................................................... 82

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