Hubungan sikap Konsumen pada Discount dengan minat membeli Produk Fashion pada remaja akhir: Studi pada Mahasiswa semester 1 UIN Malang tahun 2008/2009

ABSTRAK

Sikap konsumen merupakan konsep paling penting dalam studi perilaku konsumen. Dengan mengetahui bagaimana sikap konsumen terhadap produk atau merek yang sudah ada, maka pemasar akan dapat mempengaruhi sikap-sikap yang ditemukan dari hasil riset melalui kegiatan periklanan , promosi penjulan dan jurus- jurus iklan lainnya. Dengan mempengaruhi sikap konsumen para pemasar juga akan mempengaruhi perilaku pembelian konsumen. Dalam banyak hal, sikap terhadap produk tertentu akan mempengaruhi apakah konsumen akan jadi membeli atakah tidak.

Adapun rumusan masalah dalam penelitian ini adalah bagaimana sikap konsumen remaja akhir pada discount, bagaimana tingkat minat membeli remaja akhir pada produk fashion dan apakah terdapat hubungan antara sikap konsumen pada discount dengan minat membeli produk fashion pada remaja akhir di UIN Malang. Penelitian ini dilakukan untuk mengetahui bagaimana sikap konsumen remaja akhir pada discount, bagaimana tingkat minat membeli remaja akhir pada produk fashion dan apakah terdapat hubungan antara sikap konsumen pada discount dengan minat membeli produk fashion pada remaja akhir di UIN Malang.

Penelitian ini menggunakan paradigma penelitian kuantitatif, korelasional. Populasi dalam penelitian ini sejumlah 1644 mahasiswa, dan 10% dari tiap fakultas dijadikan sampel penelitian. Tehnik pengambilan data menggunakan observasi, angket, wawancara. Data dianalisis dengan Product Moment Correlation dari Pearson, untuk realibilitas peneliti menggunakan rumus Alpha Cronbach.

Berdasarkan analisa penelitian, didapatkan hasil sebagai berikut: 52,2% responden cenderung bersikap negatif dan 47,8% bersikap positif terhadap discount produk fashion. Untuk tingkat minat membeli, didapatkan 25,5% memiliki minat membeli tinggi, 65% responden sedang, 9,6% responden rendah. Hasil analisis korelasi menyatakan ada hubungan yang signifikan antara sikap (X) (R=0.378 dengan p=0.000) dengan minat (Y). Maka hipotesis (Ha) yang berbunyi “ada hubungan yang positif antara sikap pada diskon dengan minat membeli produk fashion pada konsumen remaja akhir di UIN Malang. Semakin positif sikap konsumen pada discount maka semakin tinggi pula minat beli terhadap produk fashion tersebut.

ABSTRACT

The attitudes of the consumers are the most important concepts in the studies of the consumers’ behaviours. By recognizing how the attitudes of the consumers towards the available products or towards the brands which have been already existed, the marketers would be able to influence the attitudes which could be found and obtained from the results of the research carried out through the advertisements activities, the selling promotions, and other advertising tricks and tips. By influencing the attitudes of the consumers, the marketers would also be able to influence the buying behaviours of the consumers. In many cases, the attitudes towards the certain products would be able to influence whether the consumer would make the purchase or not.

The problems formulations and methodologies used in this research carried out were how the attitudes of the end teenager consumers towards the discount program, what level of the buying interests of the end teenagers on the fashion products, and whether there are any relationships and connections between the attitudes of the consumers towards the discount program with the buying interests on the fashion products on the end teenagers in UIN of Malang City. This research was carried out in order to find out how the attitudes of the end teenager consumers towards the discount program, what level of the buying interests of the end teenagers on the fashion products, and whether there are any relationships and connections between the attitudes of the consumers towards the discount program with the buying interests on the fashion products on the end teenagers in UIN of Malang City.

This research was carried out by using the paradigm of the quantitative and correlational research. The populations in this research carried out were 1,644 of the university students, and the 10 % were taken from each faculty to be used as the research samples. The techniques of the data collections were by using the observations, the questionnaires, and the interviews. Those data obtained from the research were analyzed using the Product Moment Correlation from Pearson, and for the reliabilities, the researcher then used the formulations of the Alpha Cronbach.

Based on the analysis of the research carried out, the results obtained were as following : there are 52.2 % of the respondents tend to have the negative attitudes and there are 47.8 % of the respondents tend to have positive attitudes towards the discount program on the fashion products. For the level of the buying interests, there are 25,5 % of the respondents have the high buying interests, 65 % of the respondents have the average or medium buying interests, and 9.6 % of the respondents have the low buying interests. The results obtained from the correlation analysis stated that there are indeed significant relationships and connections between the consumers’ attitudes (X) (R = 0.378 with p = 0.000) with the buying interests (Y). Therefore, the hypothesis (Ha) stated that “there are indeed positive relationships and connections between the attitudes towards the discount program with the buying interests of the fashion products on the end teenager consumers in UIN of Malang City. The more positive the attitudes of the consumers towards the discount program, the higher the buying interests towards the fashion products.