Peran Citra Toko dengan keputusan membeli di Giant Hypermarket Malang

Gani, Khairul (2015) Peran Citra Toko dengan keputusan membeli di Giant Hypermarket Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Penelitian ini bertujuan untuk mengetahui peran antara variabel tergantung yaitu keputusan membeli dengan variabel bebas, yaitu citra toko di Giant Hypermarket Malang. Jumlah responden dalam penelitian ini adalah 171 konsumen. Metode pengumpulan datanya menggunakan skala. Skala penelitian terdiri dari dua skala yaitu skala keputusan membeli dan citra toko yang masing-masing terdiri dari 20 aitem dan 24 aitem. Teknik analisa yang digunakan adalah analisa regresi linier sederhana.

Berdasarkan analisa penelitian didapatkan hasil sebagai berikut : pada variabel keputusan membeli menghasilkan 26 konsumen (15%) memiliki keputusan membeli tinggi, 130 konsumen (76%) memiliki keputusan membeli sedang, dan 15 konsumen (9%) memiliki keputusan membeli rendah. Sedangkan variabel citra toko menghasilkan 28 konsumen (16%) memiliki pandangan citra toko tinggi, 116 konsumen (68%) memiliki padangan citra toko sedang, dan 27 konsumen (15%) memiliki pandangan citra toko rendah di Giant Hypermart Malang.

Hasil penelitian kedua variabel diatas (keputusan membeli dan citra toko) menghasilkan bahwa terdapat hubungan positif (rxy 0.748 ; dengan sig < 0.05). Artinya, hubungan antara variabel keputusan membeli dan citra toko adalah positif signifikan dengan mendapatkan nilai 0.000 dan nilai signifikansinya Sig. (2-tailed) adalah dibawah atau lebih kecil dari 0.05. sumbangan efektif atau daya prediksi citra toko terhadap keputusan membeli ditunjukkan dengan koefisien determinan r2 = 0.559 yang berarti bahwa 55.9% keputusan membeli ditentukan oleh citra toko.

ENGLISH:

This study aims to discover the role of the dependent variable, the purchase decision, on the independent variable that is the store image at Giant Hypermarket Malang. The number of respondents in this study are 171 consumers. The study employs scales as the data collection method. They consist of purchase decision and store image scale. They, respectively, consists of 20 items and 24 items. A simple linear regression analysis is employed as the analysis technique.

Based on the analysis of the study, the results are: the purchase decision variable produces 26 consumers (15%) having high purchase decision, 130 consumers (76%) having medium purchase decisions, and 15 consumers (9%) having low purchase decision. Mean while, store image variable produces 28 consumers (16%) having high judgment, 116 consumers (68%) having medium judgment, and 27 consumers (15%) having low judgment on store image in Giant Hypermart Malang.

The results of the study on both variables (purchase decision and store image) points out that there is a positive correlation (rxy 0.748; with sig <0.05). It indicates that the relationship of purchase decision and store image variable is significantly positive with a value of 0.000. More over, the significance value that is Sig. (2-tailed) is below or less than 0.05. In addition, the effective contribution or predictive power of the store image on the purchase decision is shown by determinant coefficient that isr2 = 0.559. It indicates that 55.9% of the purchase decisions are influenced by the image of the store.

Item Type: Thesis (Undergraduate)
Supervisor: Irawan, Andik Rony
Keywords: Citra Toko; Keputusan Membeli; Store Image; Purchase Decision
Subjects: 17 PSYCHOLOGY AND COGNITIVE SCIENCES > 1702 Cognitive Sciences > 170202 Decision Making
Departement: Fakultas Psikologi
Depositing User: Imam Rohmanu
Date Deposited: 11 Aug 2015 02:25
Last Modified: 11 Aug 2015 02:25
URI: http://etheses.uin-malang.ac.id/id/eprint/1202

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