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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

vi

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

vii

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

xv

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