Hak cipta dan penggunaan kembali:
Lisensi ini mengizinkan setiap orang untuk menggubah,
memperbaiki, dan membuat ciptaan turunan bukan untuk
kepentingan komersial, selama anda mencantumkan nama
penulis dan melisensikan ciptaan turunan dengan syarat
yang serupa dengan ciptaan asli.
Copyright and reuse:
This license lets you remix, tweak, and build upon work
non-commercially, as long as you credit the origin creator
and license it on your new creations under the identical
terms.
ANALISIS PENGARUH BRAND ATTITUDE, EXTENSION ATTITUDE,
PERCEIVED FIT SERTA IMPLIKASINYA TERHADAP PERCEIVED VALUE, DAN PURCHASE INTENTION: TELAAH PADA PRODUK ROG
PHONE
SKRIPSI
Diajukan sebagai salah satu syarat untuk memperoleh gelar Sarjana Ekonomi (S.E.)
SUVERSEN
14130110102
PROGRAM STUDI MANAJEMEN
FAKULTAS BISNIS
UNIVERSITAS MULTIMEDIA NUSANTARA
TANGERANG
ANALYSIS THE EFFECT OF BRAND ATTITUDE, EXTENSION ATTITUDE, PERCEIVED FIT AND WITH THE IMPLICATION ON PERCEIVED VALUE AND PURCHASE INTENTION STUDY ON ROG
PHONE PRODUCTS
THESIS
A thesis presented in part consideration for the degree of Bachelor in Economic (S.E.)
SUVERSEN
14130110102
MANAGEMENT STUDY PROGRAM
BUSINESS FACULTY
MULTIMEDIA NUSANTARA UNIVERSITY
TANGERANG
ii
ABSTRAK
Pada era ini teknologi mengalami perkembangan yang cukup tinggi, sehingga memiliki dampak yang cukup besar dalam dunia industri khususnya pada perusahaan komunikasi dan informasi. Hal ini juga diimbangi dengan bergesernya industri gaming ke arah mobile games yang juga membuat perkembangan teknologi dan informasi pada perusahaan smartphone mengalami perubahan, kebutuhan spesifikasi tertentu sebagai penunjang permainan mobile games saat ini menjadi salah satu faktor utama pada perusahaan untuk berlomba-lomba dalam menyediakan perangkat yang sesuai dengan kebutuhan target pasar. Salah satunya merupakan merek gaming ROG.
ROG merupakan salah satu merek gaming yang cukup terkenal dengan penjualan produk gaming saat ini. Salah satunya dalam penjualan produk laptop gaming ROG yang pada tahun 2017 menguasai pasar Indonesia sebesar 50%, namun dengan bergesernya pasar gaming ke arah mobile games saat ini membuat merek ROG mengghadirkan smartphone gaming ROG Phone sebagai keputusan untuk memasuki pasar yang lebih luas lagi dan bersaing dengan perusahaan smartphone lainnya untuk menciptakan smartphone gaming dengan spesifikasi tertentu. Dalam hal ini peneliti akan membahas dan menganalisabagaimana sikap keinginan membeli konsumen terhadap produk perluasan dari merek ROG ini yaitu ROG Phone, yang memiliki pengaruh berdasarkan aspek Brand Attitude, Extension Attitude, Perceived Fit terhadap Perceived Value dan Purchase Intention..
Model pada penelitian ini berjumlah tujuh hipotesis yang telah diuji menggunakan metode SEM (Structural Equation Model). Pada penelitian ini menunjukan bahwa terdapat hubungan positif antara variabel Brand Attitude dengan Extension Attitude dan Perceived Value, Extension Attitude terhadap Perceived Value dan Purchase Intention, Perceived Fit dengan Extension Attitude dan Perceived Value, dan Perceived Value terhadap Purchase Intention.
Kata Kunci: Brand Attitude, Extension Attitude, Perceived Fit, Perceived Value, Purchase Intention, Line Extension.
ABSTRACT
In this era, technology experienced a fairly high development, so it had a considerable impact in the industrial world, especially in communication and information companies. This is also balanced by the shifting of the gaming industry towards mobile games industry which also changes technology and information on smartphone companies, the need for certain specifications to support mobile games is currently one of the main factors for companies to compete in providing devices that fulfill the needs of the targeted market. One of them is ROG a gaming brand.
ROG is one of the gaming brands that is quite famous for selling gaming products today. One of the sale of ROG gaming laptop products in 2017 controlled the Indonesian market by 50%, but with the shifting of the gaming market towards mobile games now makes the ROG brand creates the ROG Phone gaming smartphone as a decision to enter a wider market and compete with other smartphone companies to create gaming smartphones with certain specifications. In this research the researcher will discuss and analyze the attitude of the desire to buy from the consumers for the product extension from this ROG brand, namely ROG Phone, which has an influence based on the Brand Attitude aspect, Extension Attitude, Perceived Fit to Perceived Value and Purchase Intention .
There are seven hypotheses model in this study that have been tested using the SEM (Structural Equation Model) method. In this study shows that there is a positive relationship between the Brand Attitude variable with Extension Attitude and Perceived Value, Extension Attitude to Perceived Value and Purchase Intention, Perceived Fit with Extension Attitude and Perceived Value, and Perceived Value to Purchase Intention.
Keywords: Brand Attitude, Extension Attitude, Perceived Fit, Perceived Value, Purchase Intention, Line Extension.
iv
KATA PENGANTAR
Puji dan syukur penulis panjatkan kepada Tuhan Yang Maha Esa karena berkat rahmat dan kuasanyaNya lah penulis dapat sampai pada tahap perkuliahan ini dan menyelesaikan skripsi ini tepat pada waktu yang telah ditentukan dengan judul “Analisis Pengaruh Brand Attitude, Extention Attitude, Perceived Fit Serta Implikasinya Terhadap Perceived Value Dan Purchase Intention Telaah Pada Produk ROG Phone”
Tujuan penulis dalam membuat skripsi ini salah satunya merupakan sebagai syarat untuk menyelesaikan pendidikan strata satu jurusan Manajemen pada Universitas Multimedia Nusantara. Dalam proses pembuatan skripsi ini penulis mendapatkan banyak pengalaman dan pengetahuan melalui topik yang diangkat dalam skripsi ini. Penulis berharap skripsi yang dibuat ini dapat digunakan sebagai reverensi dan pengetahuan kepada pembacanya, khususnya dalam bidang perluasan pada pemasaran merek. Dan penulis berharap juga saran dan kesimpulan dari pandangan penulis yang didasarkan atas hasil dari pengolahan data dapat digunakan perusahaan sebagai informasi tambahan untuk meningkatkan merek ROG melalui penjualan ROG Phone.
Dalam pembuatan skripsi ini penulis mendapatkan bantuan berupa, dukungan, bimbingan, arahan, dan saran dari berbagai pihak. Dengan penuh hormat yang besar, melalui tulisan ini penulis ingin mengucapkan Terima Kasih yang sebesar-besarnya karena telah membantu penulis dalam proses penyusunan skripsi ini hingga dapat berjalan dengan lancar dan selesai hingga tepat waktu, khususnya kepada:
1. Tuhan Yang Maha Esa, yang telah memberikan karuniayang besar dan memberikan jalan yang benar kepada penulis sehingga penulis dapat menyelesaikan proses pengerjaan pada skripsi ini hingga selesai.
2. Kepada kedua orang tua penulis dan adik penulis yang selalu memberikan semangat doa dan dukungannya agar penulis dapat menyelesaikan skripsi ini tepat waktu.
3. Bapak Trihadi Pudiawan Erhan, S.E., M.S.E, selaku dosen pembimbing yang selalu sabar dalam memberikan arahan, motivasi, dan pelajaran lainnya yang sangat berguna untuk penulis.
4. Bapak Mohamad Annas, S. Tr Par., M.M. CSCP, selaku ketua Program Studi Manajemen Universitas Multimedia Nusantara yang telah menyetujui skripsi ini.
5. Sahabat penulis, Andra riantoro, Ivan junanda, Reynaldo, Kevin Christoper, Nathanael Wirawan, dan Samuel Kevin Wijaya yang selalu memberikan penulis masukan, semangat, dan saran ketika penulis mengalami kesulitan dalam proses pembuatan skripsi ini.
6. Teman seperjuangan penulis dan teman penulis lainnya Felix Wirawan, Gedy Ginanda Fajri, Calvin, Jovian Rintis Asawiguna, Jesseline Calista Angela, Devie Siauw Meiline, Christopher Reinaldo, Victor Richardo, Tantyo Bahariawan, Lystia, Deyna Dwitama, Harun Al Rasyid, Alvian, Randy, dan teman-teman penulis lainnya yang tidak dapat penulis sebutkan satu persatu, yang ikut memberikan penulis dukungan, semangat, motivasi, dan saran.
DAFTAR ISI
KATA PENGANTAR ... iv
DAFTAR ISI ... vii
DAFTAR GAMBAR ... x
DAFTAR TABEL ... xii
DAFTAR DIAGRAM ... xiii BAB I ... Error! Bookmark not defined. 1.1 Latar Belakang ... Error! Bookmark not defined. 1.2 Rumusan Masalah ... Error! Bookmark not defined. 1.3 Tujuan Penelitian ... Error! Bookmark not defined. 1.4 Batasan Penelitian ... Error! Bookmark not defined. 1.5 Manfaat Penelitian ... Error! Bookmark not defined. 1.6 Sistematika Penulisan ... Error! Bookmark not defined. BAB II ... Error! Bookmark not defined. 2.1 Marketing ... Error! Bookmark not defined. 2.2 New Product Development ... Error! Bookmark not defined. 2.2.1 Line Extensions ... Error! Bookmark not defined. 2.3 Brand Attitude ... Error! Bookmark not defined. 2.4 Extension Attitude ... Error! Bookmark not defined. 2.5 Perceived Fit ... Error! Bookmark not defined. 2.6 Perceived Value ... Error! Bookmark not defined. 2.7 Purchase Intention ... Error! Bookmark not defined. 2.8 Hipotesis ... Error! Bookmark not defined. 2.8.1 Hubungan antara Brand attitude dan extension attitude.. Error! Bookmark
not defined.
2.8.2 Hubungan antara Perceived fit dan extension attitude .... Error! Bookmark
not defined.
2.8.3 Hubungan antara Brand attitude dan perceived value ... Error! Bookmark
not defined.
2.8.4 Hubungan antara Perceived fit dan perceived value Error! Bookmark not
defined.
2.8.5 Hubungan antara Extension attitude dan perceived value ... Error!
viii 2.8.6 Hubungan antara Extension attitude dan purchase intention ... Error!
Bookmark not defined.
2.8.7 Hubungan antara Perceived value dan purchase intention ... Error!
Bookmark not defined.
2.9 Model Penelitian ... Error! Bookmark not defined. 2.10 Penelitian Sebelumnya ... Error! Bookmark not defined. BAB III ... Error! Bookmark not defined. 3.1 Gambaran Umum Objek Penelitian ... Error! Bookmark not defined. 3.2 Desain Penelitian ... Error! Bookmark not defined. 3.3 Prosedur Penelitian ... Error! Bookmark not defined. 3.3.1 Exploratory Research Design ... Error! Bookmark not defined. 3.3.2 Conclusive Research Design ... Error! Bookmark not defined. 3.4 Populasi dan Sampel ... Error! Bookmark not defined. 3.4.1. Target Populasi ... Error! Bookmark not defined. 3.4.2. Sampling Frame ... Error! Bookmark not defined. 3.4.3. Sample Size ... Error! Bookmark not defined. 3.4.4. Sampling Techniques ... Error! Bookmark not defined. 3.4.5 Sampling Proses ... Error! Bookmark not defined. 3.5 Prosedur Penelitian ... Error! Bookmark not defined. 3.6 Periode Penelitian ... Error! Bookmark not defined. 3.7 Identifikasi Variabel Penelitian ... Error! Bookmark not defined. 3.7.1 Variabel Eksogen ... Error! Bookmark not defined. 3.7.2 Variabel Endogen ... Error! Bookmark not defined. 3.7.3 Variabel Teramati ... Error! Bookmark not defined. 3.8 Definisi Operasional Variabel ... Error! Bookmark not defined. 3.9 Teknik Analisis ... Error! Bookmark not defined. 3.9.1 Analisis Deskriptif ... Error! Bookmark not defined. 3.9.2 Analisis Kuisioner ... Error! Bookmark not defined. 3.9.3 Uji Pre-test ... Error! Bookmark not defined. 3.9.4 Metode Analisis Data dengan Struktural Equation Model... Error!
Bookmark not defined.
BAB IV ... Error! Bookmark not defined. 4.1 Deskripsi hasil penelitian ... Error! Bookmark not defined. 4.1.1 Deskripsi profil responden ... Error! Bookmark not defined. 4.1.2 Analisis Deskriptif ... Error! Bookmark not defined.
4.2 Uji Instrumen ... Error! Bookmark not defined. 4.2.1 Uji Validitas Pre-Test... Error! Bookmark not defined. 4.2.2 Uji Reliabilitas Pre-Test ... Error! Bookmark not defined. 4.3 Hasil Analisa Data Structural Equation Model (SEM) .... Error! Bookmark not
defined.
4.3.1 Hasil Analisis Goodness-of-Fit Measurment Model Error! Bookmark not
defined.
4.3.2 Hasil Analisis Model Pengukuran (Measurment Model) Error! Bookmark
not defined.
4.3.3 Hasil Analisis Goodness-of-Fit Structural model .... Error! Bookmark not
defined.
4.3.4 Hasil Analisis Model Struktural (Structural Model) Error! Bookmark not
defined.
4.4 Koefisien Determinasi... Error! Bookmark not defined. 4.5 Interpretasi Hasil ... Error! Bookmark not defined. 4.5.1 Pengaruh Brand Attitude terhadap Extension Attitude ... Error! Bookmark
not defined.
4.5.2 Pengaruh Perceived Fit terhadap Extension AttitudeError! Bookmark not
defined.
4.5.3 Pengaruh Brand Attitude terhadap Perceived Value Error! Bookmark not
defined.
4.5.4 Pengaruh Perceived Fit terhadap Perceved Value ... Error! Bookmark not
defined.
4.5.5 Pengaruh Extension Attitude terhadap Perceived Value . Error! Bookmark
not defined.
4.5.6 Pengaruh Extension Attitude terhadap Purchase Intention ... Error!
Bookmark not defined.
4.5.7 Pengaruh Perceived Value terhadap Purchase Intention . Error! Bookmark
not defined.
4.6 Implikasi Manajerial ... Error! Bookmark not defined. 4.6.1 Upaya Meningkatkan Brand Attitude terhadap Extension Attitude ... Error!
Bookmark not defined.
4.6.2 Upaya Meningkatkan Perceived Fit terhadap Extension Attitude ... Error!
Bookmark not defined.
4.6.3 Upaya Meningkatkan Brand Attitude terhadap Perceived Value ... Error!
Bookmark not defined.
4.6.4 Upaya Meningkatkan Perceived Fit terhadap Perceived Value ... Error!
x 4.6.5 Upaya Meningkatkan Extension Attitude terhadap Perceived Value Error!
Bookmark not defined.
4.6.6 Upaya meningkatkan Extension Attitude terhadap Purchase Intention
Error! Bookmark not defined.
4.6.7 Upaya Meningkatkan Perceived Value terhadap Purchase Intention Error!
Bookmark not defined.
BAB V ... Error! Bookmark not defined. 5.1 Kesimpulan ... Error! Bookmark not defined. 5.2 Saran ... Error! Bookmark not defined. 5.2.1 Saran Bagi Perusahaan ... Error! Bookmark not defined. 5.2.2 Saran Bagi Penelitian Selanjutnya ... Error! Bookmark not defined. DAFTAR PUSTAKA ... Error! Bookmark not defined. LAMPIRAN 1: Uji Validitas dan Reliabilitas SPSS ... Error! Bookmark not defined. LAMPIRAN 2: Output Lisrel (Measurment) ... Error! Bookmark not defined. LAMPIRAN 3: Output Lisrel (Struktural) ... Error! Bookmark not defined. LAMPIRAN 4: Kuisioner ... Error! Bookmark not defined. LAMPIRAN 5: Lembar Konsultasi ... Error! Bookmark not defined.
DAFTAR GAMBAR
Gambar 1. 1 permainan tradisional ... Error! Bookmark not defined. Gambar 1. 2 Arcade game ... Error! Bookmark not defined. Gambar 1. 3 console game ... Error! Bookmark not defined. Gambar 1. 4 handle game... Error! Bookmark not defined. Gambar 1. 5 game PC ... Error! Bookmark not defined. Gambar 1. 6 Mobile game ... Error! Bookmark not defined. Gambar 1. 7 Logo Mobile Legends ... Error! Bookmark not defined. Gambar 1. 8 pemain mobile game ... Error! Bookmark not defined. Gambar 1. 9 Global Game Market ... Error! Bookmark not defined. Gambar 1. 10 penjualan smartphone di Indonesia . Error! Bookmark not defined. Gambar 1. 11 Samsung Galaxy S8+ Game mode .. Error! Bookmark not defined. Gambar 1. 12 controler dan smartphone Xiaomi Black Shark ... Error! Bookmark not defined.
Gambar 1. 14 penjualan Smartphone Asus 2015 ... Error! Bookmark not defined.
Gambar 2. 1 Brand development strategies ... Error! Bookmark not defined. Gambar 2. 2 Model Utama Penelitian ... Error! Bookmark not defined.
Gambar 3. 1 smartphone ROG Phone ... Error! Bookmark not defined. Gambar 3. 2 ROG Phone Design ... Error! Bookmark not defined. Gambar 3. 3 Sistem Pendingin Internal ... Error! Bookmark not defined. Gambar 3. 4 AeroActive Cooler ... Error! Bookmark not defined. Gambar 3. 5 Layar ROG Phone ... Error! Bookmark not defined. Gambar 3. 6 Konektor Daya dan Data ... Error! Bookmark not defined. Gambar 3. 7 Sensor Pada ROG Phone ... Error! Bookmark not defined. Gambar 3. 8 Audio Pada ROG Phone ... Error! Bookmark not defined. Gambar 3. 9 Xmode pada ROG Phone ... Error! Bookmark not defined. Gambar 3. 10 komponen tambahan ROG Phone ... Error! Bookmark not defined. Gambar 3. 11 Research Design ... Error! Bookmark not defined. Gambar 3. 12 Variabel Eksogen ... Error! Bookmark not defined. Gambar 3. 13 Variabel Endogen ... Error! Bookmark not defined. Gambar 3. 14 Model Pengukuran Brand Attitude . Error! Bookmark not defined. Gambar 3. 15 Model Pengukuran Extension Attitude ... Error! Bookmark not defined.
Gambar 3. 16 Model Pengukuran Perceived Fit .... Error! Bookmark not defined. Gambar 3. 17 Model Penelitian Perceived Value .. Error! Bookmark not defined. Gambar 3. 18 Model Pengukuran Purchase Intention ... Error! Bookmark not defined.
Gambar 3. 19 One Tailed Test ... Error! Bookmark not defined.
Gambar 4. 1 Measurment Model Path Diagram Standardized Solution ... Error! Bookmark not defined.
Gambar 4. 2 Measurement Model Path Diagram t-values .. Error! Bookmark not defined.
Gambar 4. 3 Path Validitas Latent Brand Attitude (Standardized Solution) . Error! Bookmark not defined.
Gambar 4. 4 Path Validitas Latent Brand Attitude ( t-value) ... Error! Bookmark not defined.
Gambar 4. 5 Path Validitas Latent Extension Attitude (Standardized Solution) ... Error! Bookmark not defined. Gambar 4. 6 Path Validitas Latent Extension Attitude (t-value) Error! Bookmark not defined.
xii Gambar 4. 7 Path Validitas Latent Perceived Fit (Standardized Solution) ... Error! Bookmark not defined.
Gambar 4. 8 Path Validitas Latent Perceived Fit (t-value) . Error! Bookmark not defined.
Gambar 4. 9 Path Validitas Latent Perceived Value (Standardized Solution)
... Error! Bookmark not defined. Gambar 4. 10 Path Validitas Latent Perceived Value (t-value) . Error! Bookmark not defined.
Gambar 4. 11 Path Validitas Latent Purchase Intention (Standardized Solution) ... Error! Bookmark not defined. Gambar 4. 12 Path Validitas Latent Purchase Intention (t-value) ... Error! Bookmark not defined.
Gambar 4. 13 Path Diagram dan t-value seluruh model ... Error! Bookmark not defined.
Gambar 4. 14 Contoh Komponen penunjang turnamen... Error! Bookmark not defined.
Gambar 4. 15 Contoh Console ROG Untuk Bertanding ... Error! Bookmark not defined.
Gambar 4. 16 Contoh Team E-sport ... Error! Bookmark not defined. Gambar 4. 17 Contoh Pameran Gadget ... Error! Bookmark not defined. Gambar 4. 18 Contoh Pameran Komponen tambahan Smartphone ... Error! Bookmark not defined.
Gambar 4. 19 Contoh Pembaruan Sistem ... Error! Bookmark not defined. Gambar 4. 20 Contoh Hadiah Tambahan ... Error! Bookmark not defined.
Tabel 2. 1 Penelitian terdahulu... Error! Bookmark not defined.
Tabel 3. 1 Tabel Operasional ... Error! Bookmark not defined. Tabel 3. 2 Tabel Ketentuan Uji validitas ... Error! Bookmark not defined. Tabel 3. 3 Tabel GOF... Error! Bookmark not defined.
Tabel 4. 1 Tabel Kategori Interval ... Error! Bookmark not defined. Tabel 4. 2 Variabel Brand Attitude ... Error! Bookmark not defined. Tabel 4. 3 Variabel Extension Attitude ... Error! Bookmark not defined. Tabel 4. 4 Variabel Perceived Fit ... Error! Bookmark not defined. Tabel 4. 5 Variabel Perceived Value... Error! Bookmark not defined. Tabel 4. 6 Variabel Purchase Intention ... Error! Bookmark not defined. Tabel 4. 7 Uji Validitas Pretest ... Error! Bookmark not defined. Tabel 4. 8 Uji Reabilitas Pretest ... Error! Bookmark not defined. Tabel 4. 9 Hasil GOF ... Error! Bookmark not defined. Tabel 4. 10 Reabilitas Variabel Brand Attitude ... Error! Bookmark not defined. Tabel 4. 11 Reabilitas Variabel Extension Attitude ... Error! Bookmark not defined.
Tabel 4. 12 Reabilitas Variabel Perceived Fit ... Error! Bookmark not defined. Tabel 4. 13 Reabilitas Variabel Perceived Fit ... Error! Bookmark not defined. Tabel 4. 14 Reabilitas Variabel Purchase Intention ... Error! Bookmark not defined.
Tabel 4. 15 Hasil Analisi GOF struktural ... Error! Bookmark not defined. Tabel 4. 16 Tabel Nilai T Pada Model Struktural .. Error! Bookmark not defined.
xiv
DAFTAR DIAGRAM
Diagram 4. 1 Responden Berdasarkan Usia ... Error! Bookmark not defined. Diagram 4. 2 Responden Berdasarkan Kota Tempat Tinggal... Error! Bookmark not defined.
Diagram 4. 3 Responden Berdasarkan Profesi Utama ... Error! Bookmark not defined.
