BINUS BUSINESS SCHOOL
BINUS UNIVERSITY
Strategic Marketing Major
Magister of Management Thesis
July 2008
ANALISA FAKTOR-FAKTOR YANG
MEMPENGARUHI PERSEPSI KONSUMEN DALAM PEMILIHAN BIRO PERJALANAN UMROH DAN HAJI KHUSUS
Mohammad Savier Azmy (0740000186)
Ringkasan Eksekutif
Tujuan Penelitian. Mengidentifikasi faktor-faktor yang mempengaruhi persepsi konsumen dalam pemilihan Biro Perjalanan Umroh dan Haji Khusus dengan moderating variabel Experience of Hajj and Umra.
Faktor-faktor yang diidentifikasi adalah Brand Equity, Guide, Reference, Quality Offering, Confidence Benefit, Spesial Treatment Benefit, Social Benefit, Religious Congruence sebagai variabel independen, dan Perceived Comfort, Perceived Affiliation sebagai variabel dependen.
Metode. Metode yang akan digunakan adalah metode Faktor Analisis dan Regresi Linear dengan menggunakan software SPSS 11.0.
Hasil Penelitian.
Setelah mengulang analisis faktor dengan melakukan rotasi, maka terbentuk 3 faktor, yang terdiri dari:
Faktor Attributes : Brand Equity, Guide, Reference, Quality Offering dan Confidence Benefit Faktor Search of Community : Religious Congruence dan Perceived Affiliation.
Faktor Exclusivity : Special Treatment dan Perceived Comfort
Variabel Brand Equity, Reference, Quality Offering, Confidence Benefit dan Special Treatment Benefit terbukti mempengaruhi variabel Perceived Comfort. Sedangkan variabel Guide tidak terbukti mempengaruhi variabel Perceived Comfort.
Variabel Religious Congruence terbukti mempengaruhi variabel Perceived Affiliation. Sedangkan variabel Social Benefit tidak terbukti mempengaruhi variabel Perceived Affiliation.
Variabel Guide, Quality Offering dan Confidence Benefit bagi konsumen yang sudah berpengalaman melaksanakan ibadah umroh dan haji khusus (Experience of Hajj & Umra) tidak terbukti lebih mempengaruhi Perceived Comfort, dibandingkan dengan konsumen yang belum berpengalaman melaksanakan ibadah umroh dan haji khusus menggunakan Biro Perjalanan Umroh dan Haji Khusus.
Variabel Social Benefit bagi konsumen yang sudah berpengalaman melaksanakan ibadah umroh dan haji khusus (Experience of Hajj & Umra) tidak terbukti lebih mempengaruhi Perceived Affiliation, dibandingkan dengan konsumen yang belum berpengalaman melaksanakan ibadah umroh dan haji khusus menggunakan Biro Perjalanan Umroh dan Haji Khusus.
KATA PENGANTAR
Dengan menyebut nama Allah Yang Maha Pengasih dan Penyayang, segala puji hanya kepada Allah
SWT, karena atas Cinta dan Petunjuk-Nya maka penulis dapat menyelesaikan tesis ini.
Penulisan tesis yang berjudul “Analisa Faktor-faktor yang Mempengaruhi Persepsi
Konsumen Dalam Pemilihan Biro Perjalanan Umroh dan Haji Khusus.” disusun untuk memenuhi
persyaratan kelulusan Sarjana Strata Dua pada jurusan Manajemen konsentrasi Pemasaran Stratejik,
Binus Business School.
Keberhasilan dalam penulisan dan penyusunan karya akhir ini tidak terlepas dari bantuan dan
dukungan berbagai pihak. Pada kesempatan ini, penulis ingin mengucapkan terima kasih yang
sebesar-besarnya kepada:
1. Kedua orang tua tercinta, H. Ansory Anwar dan Hj. Nahdiah Hidayati Chalid, serta adikku
Savira Miranti, atas cinta, kasih sayang, dan segalanya yang telah diberikan kepada penulis.
2. Asnan Furinto, MBA. selaku dosen pembimbing, atas waktu, sumbangan pikiran, saran,
dukungan moril, serta bantuan lainnya sehingga tesis ini dapat diselesaikan.
3. Amalia Maulana, Ph.D. selaku ketua program dan koordinator tesis jurusan Strategic
Marketing, atas bantuan, petunjuk dan perhatiannya terhadap perkembangan tesis penulis.
4. Seluruh Dosen Binus Business School, terutama dosen-dosen jurusan Strategic Management
yang telah membimbing penulis selama ini.
5. Seluruh rekan-rekan Binus Business School, khususnya, Ridwan, Ade, Muli, Awi, Dani,
Putut, Andre, Victor, Bayu, Oli, Wage, Arga, Dimas, Pak Teguh, Ales, Adrian, Donny,
Tjong, dan Pak Rimba, atas kuliah yang menyenangkan dan takkan pernah terlupakan.
6. Tim Konferensi Meja Kotak, Deddy, Wina, Uthe dan Hana, atas persahabatan yang kocak,
tulus dan sangat unik.
7. Sahabat-sahabat DM 45, FE USAKTI ’95, Satgas FE USAKTI, GEFI, Indosat, gank KW,
PC. GP.ANSOR Jakarta Selatan, dan semua teman-teman yang tidak mungkin disebutkan di
sini satu-persatu. Terima kasih atas pengalaman dan pelajaran hidup paling berharga yang
telah kalian berikan.
8. Keluarga besar KH. DR. Idham Chalid, dan keluarga besar (alm) KH. Djalal Sidiq, atas
bimbingan, nasehat serta bantuan yang telah diberikan.
9. Cahaya hidupku, Halida Dwina Sari (si cantik ;p), atas cinta, kasih sayang, motivasi, dan
canda tawa, yang membuat pengerjaan tesis ini menjadi begitu menyenangkan, dan kepada
keluarga Dr. Hasan Samusir, Sp.OG., atas segala kebaikan dan pengertiannya.
Akhir kata, penulis berharap penelitian ini dapat bermanfaat bagi berbagai kalangan,
termasuk dunia bisnis dan akademis. Segala kritik dan saran termasuk penelitian lanjutan amat
diharapkan demi berkembangnya ilmu pengetahuan dan wawasan yang memberikan manfaat
terhadap orang banyak.
DAFTAR ISI
2.1 Profil Biro Perjalanan Wisata Umroh dan Haji Khusus... 6
2.1.1. Brand Biro Perjalanan Umroh dan Haji Khusus... 9
2.2 Pemasaran (marketing)... 13
2.3 Perilaku Konsumen (consumer behavior)... 15
2.3.1 Proses Pembelian Konsumen (Consumer Buying Process)... 16
BAB 3 METODOLOGI………... 26
4.1. Karakteristik Responden... 38
4.1.10. Biro Perjalanan Umroh & Haji Khusus yang Diketahui... 48
4.1.11. Biro Perjalanan Umroh & Haji Khusus yang Digunakan... 51
4.1.12. Frekuensi Umroh... 53
4.1.13. Frekuensi Haji Khusus... 54
4.1.14. Terakhir Menggunakan Jasa BPUH... 56
4.2. Uji Reliabilitas dan Validitas... 58
4.3. Pertanyaan dan Nilai Rata-rata... 61
4.4. Analisis Faktor... 65
4.5. Analisis Statistik dengan Uji Regresi... 73
4.5.1. Uji Regresi Brand Equity – Perceived Comfort... 73
4.5.2. Uji Regresi Guide – Perceived Comfort... 76
4.5.3. Uji Regresi Reference – Perceived Comfort... 78
4.5.4. Uji Regresi Quality Offering – Perceived Comfort... 81
4.5.5. Uji Regresi Confidence Benefit – Perceived Comfort... 84
4.5.6. Uji Regresi Social Benefit – Perceived Affiliation... 86
4.5.7. Uji Regresi Special Treatment Benefit – Perceived Comfort... 89
4.5.8. Uji Regresi Religious Congruence – Perceived Affiliation... 91
4.5.9. Uji Regresi Guide – Experience- Perceived Comfort... 94
4.5.10.Uji Regresi Quality Offering –Experience- Perceived Comfort... 99
4.5.11.Uji Regresi Confidence Benefit –Experience- Perceived Comfort... 105
4.5.12.Uji Regresi Social Benefit –Experience- Perceived Affiliation... 110
4.5.13.Ringkasan Hasil Pengujian ... 115
BAB 5 KESIMPULAN DAN SARAN... 120
5.1. Kesimpulan Hipotesis... 120
` 5.2. Saran-saran ... 121
5.2.1 Implikasi Manajerial... 121
5.2.2 Keterbatasan Penelitian... 121
5.2.3. Saran Untuk Penelitian Selanjutnya... 122
DAFTAR PUSTAKA... 123
DAFTAR RIWAYAT HIDUP... 126
LAMPIRAN... 129
DAFTAR TABEL
Tabel 2.1 PIHK yang berhak menyelenggarakan ibadah Haji... 10
Tabel 4-1 Frekuensi Jenis Kelamin... 38
Tabel 4-2 Frekuensi Usia Responden... 39
Tabel 4-3 Frekuensi Usia Responden Sudah Umroh atau Haji Khusus... 41
Tabel 4-4 Frekuensi Usia Responden Belum Umroh atau Haji Khusus... 42
Tabel 4-5 Frekuensi Status Pernikahan... 43
Tabel 4-6 Frekuensi Level Pendidikan... 44
Tabel 4-7 Frekuensi Pekerjaan... 45
Tabel 4-8 Frekuensi Pengeluaran per Bulan... 46
Tabel 4-9 Frekuensi Pengalaman Umroh dan Haji Khusus... 48
Tabel 4-10 Frekuensi Biro Perjalanan Umroh & Haji Khusus yang Diketahui... 49
Tabel 4-11 Biro Perjalanan Umroh & Haji Khusus yang Digunakan... 51
Tabel 4-12 Frekuensi Umroh... 52
Tabel 4-13 Frekuensi Haji Khusus... 54
Tabel 4-14 Pengalaman Terakhir Umroh atau Haji Khusus... 55
Tabel 4-15 Uji Reliabilitas... 56
Tabel 4-16 Ringkasan Hasil Uji Reliabilitas... 57
Tabel 4-17 Uji Validitas KMO & Bartlett’s Test... 58
Tabel 4-18 Ringkasan Hasil Uji Validitas (n = 30) Menggunakan SPSS 11... 58
Tabel 4-19 Pertanyaan dan Nilai Rata-rata... 61
Tabel 4-20 Memilih Variabel yang Layak... 63
Tabel 4-21 Analisis Faktor KMO and Bartlett’s Test... 64
Tabel 4-22 Analisis Faktor Anti-Image Matrics... 65
Tabel 4-23 Analisis Faktor Total Variance Explained... 65
Tabel 4-24 Analisis Faktor Communalities... 66
Tabel 4-25 Analisis Faktor KMO and Bartlett’s Test (2)... 66
Tabel 4-26 Analisis Faktor Anti-Image Matrices (2)... 67
Tabel 4-27 Analisis Faktor Communalities (2)... 67
Tabel 4-28 Analisis Faktor Total Variance Explained (2)... 68
Tabel 4-29 Analisis Faktor Component Matrix (2)... 68
Tabel 4-30 Analisis Faktor KMO and Bartlett’s Test (3)... 68
Tabel 4-31 Analisis Faktor Anti-image Matrices (3)... 69
Tabel 4-32 Analisis Faktor Communalities (3)... ... 69
Tabel 4-33 Analisis Faktor Total Variance Explained (3)... 70
Tabel 4-34 Analisis Faktor Rotated Component Matrix... 71
Tabel 4-35 Component Transformation Matrix... 71
Tabel 4-36 Descriptive Statistics Brand Equity-Perceived Comfort... 71
Tabel 4-37 Correlations Brand Equity- Perceived Comfort... 71
Tabel 4-38 Brand Equity-Perceived Comfort Metode Enter... 72
Tabel 4-39 Brand Equity-Perceived Comfort Model Summary... 72
Tabel 4-40 Brand Equity-Perceived Comfort ANOVA... 72
Tabel 4-41 Brand Equity- Perceived Comfort Coefficients... 73
Tabel 4-42 Guide-Perceived Comfort Descriptive Statistics... 73
Tabel 4-43 Guide-Perceived Comfort Correlations... 74
Tabel 4-44 Guide-Perceived Comfort Variables Entered... 74
Tabel 4-45 Guide-Perceived Comfort Model Summary... 74
Tabel 4-46 Guide-Perceived Comfort ANOVA... 75
Tabel 4-47 Guide-Perceived Comfort Coefficients... 75
Tabel 4-48 Reference-Perceived Comfort Descriptive Statistics... 76
Tabel 4-49 Reference-Perceived Comfort Correlations... 76
Tabel 4-50 Reference-Perceived Comfort Variables Entered... 77
Tabel 4-51 Reference-Perceived Comfort Model Summary... 77
Tabel 4-52 Reference-Perceived Comfort ANOVA... 77
Tabel 4-53 Reference-Perceived Comfort Coefficients... 78
Tabel 4-54 Quality Offering-Perceived Comfort Descriptive Statistics... 78
Tabel 4-55 Quality Offering-Perceived Comfort Correlations... 79
Tabel 4-56 Quality Offering Variables Entered... 79
Tabel 4-57 Quality Offering Model Summary... 79
Tabel 4-58 Quality Offering-Perceived Comfort ANOVA... 80
Tabel 4-59 Quality Offering-Perceived Comfort Coefficients... 80
Tabel 4-60 Confidence Benefit-Perceived Comfort Descriptive Statistics... 81
Tabel 4-61 Confidence Benefit-Perceived Comfort Correlations... 81
Tabel 4-62 Confidence Benefit-Perceived Comfort Variables Entered... 82
Tabel 4-63 Confidence Benefit-Perceived Comfort Model Summary... 82
Tabel 4-64 Confidence Benefit- Perceived Comfort ANOVA... 82
Tabel 4-65 Confidence Benefit-Perceived Comfort Coefficients... 83
Tabel 4-66 Social Benefit-Perceived Affiliation... 83
Tabel 4-67 Social Benefit-Perceived Affiliation Correlations... 84
Tabel 4-68 Social Benefit-Perceived Affiliation Variables Entered... 84
Tabel 4-69 Social Benefit-Perceived Affiliation Model Summary... 84
Tabel 4-70 Social Benefit-Perceived Affiliation ANOVA... 85
Tabel 4-71 Social Benefit-Perceived Affiliation Coefficients... 85
Tabel 4-72 Special Treatment Benefit-Perceived Comfort Descriptive Statistics... 86
Tabel 4-73 Special Treatment Benefit-Perceived Comfort Correlations... 86
Tabel 4-74 Special Treatment Benefit-Perceived Comfort Variables Entered... 87
Tabel 4-75 Special Treatment Benefit-Perceived Comfort Model Summary... 87
Tabel 4-76 Special Treatment Benefit-Perceived Comfort ANOVA... 87
Tabel 4-77 Special Treatment Benefit-Perceived Comfort Coefficients... 88
Tabel 4-78 Religious Congruence-Perceived Affiliation Descriptive Statistics... 88
Tabel 4-79 Religious Congruence-Perceived Affiliation Correlations... 89
Tabel 4-80 Religious Congruence-Perceived Comfort Variables Entered... 89
Tabel 4-81 Religious Congruence-Perceived Comfort Model Summary... 89
Tabel 4-82 Religious Congruence-Perceived Comfort ANOVA... 90
Tabel 4-83 Religious Congruence-Perceived Comfort Coefficients...90
Tabel 4-84 Guide-Experience of Hajj & Umra Descriptive Statistics... 91
Tabel 4-85 Guide-Experience of Hajj & Umra Correlations... 91
Tabel 4-86 Guide-Experience of Hajj & Umra Variables Entered... 92
Tabel 4-87 Guide-Experience of Hajj & Umra Model Summary... 92
Tabel 4-88 Guide-Experience of Hajj & Umra ANOVA... 92
Tabel 4-89 Guide-Experience of Hajj & Umra Coefficients...93
Tabel 4-90 Guide-No Experience of Hajj & Umra Descriptive Statistics... 93
Tabel 4-91 Guide-No Experience of Hajj & Umra Correlations... 94
Tabel 4-92 Guide-No Experience of Hajj & Umra Variables Entered... 94
Tabel 4-93 Guide-No Experience of Hajj & Umra Model Summary... 95
Tabel 4-94 Guide-No Experience of Hajj & Umra ANOVA... 95
Tabel 4-95 Guide-No Experience of Hajj & Umra Coefficients... 95
Tabel 4-96 Quality Offering-Experience of Hajj & Umra Descriptive Statistics... 96
Tabel 4-97 Quality Offering-Experience of Hajj & Umra Correlations... 96
Tabel 4-98 Quality Offering-Experience of Hajj & Umra Variables Entered... 97
Tabel 4-99 Quality Offering-Experience of Hajj & Umra Model Summary... 97
Tabel 4-100 Quality Offering-Experience of Hajj & Umra ANOVA... 98
Tabel 4-101 Quality Offering-Experience of Hajj & Umra Coefficients... 98
Tabel 4-102 Quality Offering-No Experience of Hajj & Umra Descriptive Statistics... 99
Tabel 4-103 Quality Offering-No Experience of Hajj & Umra Correlations...99
Tabel 4-104 Quality Offering- NoExperience of Hajj & Umra Variables Entered...100
Tabel 4-105 Quality Offering-No Experience of Hajj & Umra Model Summary...100
Tabel 4-106 Quality Offering-No Experience of Hajj & Umra ANOVA...101
Tabel 4-107 Quality Offering-Experience of Hajj & Umra Coefficients...101
Tabel 4-108 Confidence Benefit-Experience of Hajj & Umra Descriptive Statistics...102
Tabel 4-109 Confidence Benefit-Experience of Hajj & Umra Correlations...102
Tabel 4-110 Confidence Benefit-Experience of Hajj & Umra Variables Entered...103
Tabel 4-111 Confidence Benefit-Experience of Hajj & Umra Model Summary...103
Tabel 4-112 Confidence Benefit-Experience of Hajj & Umra ANOVA...103
Tabel 4-113 Confidence Benefit-Experience of Hajj & Umra Cofficients...104
Tabel 4-114 Confidence Benefit-No Experience of Hajj & Umra Descriptive Stat...104
Tabel 4-115 Confidence Benefit-No Experience of Hajj & Umra Correlations...105
Tabel 4-116 Confidence Benefit-No Experience of Hajj & Umra Variables Entered...105
Tabel 4-117 Confidence Benefit-No Experience of Hajj & Umra Model Summary...105
Tabel 4-118 Confidence Benefit-No Experience of Hajj & Umra ANOVA...106
Tabel 4-119 Confidence Benefit-No Experience of Hajj & Umra Coefficients...106
Tabel 4-120 Social Benefit-Experience of Hajj & Umra Descriptive Statistics...107
Tabel 4-121 Social Benefit-Experience of Hajj & Umra Correlations...107
Tabel 4-122 Social Benefit-Experience of Hajj & Umra Variables Entered...108
Tabel 4-123 Social Benefit-Experience of Hajj & Umra Model Summary...108
Tabel 4-124 Social Benefit-Experience of Hajj & Umra ANOVA...109
Tabel 4-125 Social Benefit-Experience of Hajj & Umra Cofficients...109
Tabel 4-126 Social Benefit-No Experience of Hajj & Umra Descriptive Statistics...110
Tabel 4-127 Social Benefit-No Experience of Hajj & Umra Correlations... 110
Tabel 4-128 Social Benefit-No Experience of Hajj & Umra Variabels Entered………...111
Tabel 4-129 Social Benefit-No Experience of Hajj & Umra Model Summary...111
Tabel 4-130 Social Benefit-No Experience of Hajj & Umra ANOVA...111
Tabel 4-131 Social Benefit-No Experience of Hajj & Umra Coefficients... 112
Tabel 4-132 Ringkasan Hasil Pengujian Hipotesis Penelitian... 112
DAFTAR GAMBAR
Gambar 2-1 Customer Decision Making Proces... 7
Gambar 3-1. Model Penelitian... 26
Gambar 3-2. Classification of Sampling Techniques... 37
Gambar 4-1 Pie Chart Jenis Kelamin... 39
Gambar 4-2 Pie Chart Usia Responden... 40
Gambar 4-3 Pie Chart Usia Responden Sudah Umroh atau Haji Khusus... 41
Gambar 4-4 Pie Chart Usia Responden Belum Umroh atau Haji Khusus... 42
Gambar 4-5 Pie Chart Status Pernikahan... 43
Gambar 4-6 Pie Chart Level Pendidikan... 45
Gambar 4-7 Pie Chart Pekerjaan... 46
Gambar 4-8 Pie Chart Pengeluaran per Bulan... 47
Gambar 4-9 Pie Chart Pengalaman Umroh & Haji Khusus... 48
Gambar 4-10 Pie Chart Travel Umroh & Haji Khusus yang Diketahui... 50
Gambar 4-11 Pie Chart Travel Umroh & Haji Khusus yang Digunakan... 52
Gambar 4-12 Pie Chart Frekuensi Umroh... 53
Gambar 4-13 Pie Chart Frekuensi Haji Khusus... 54
Gambar 4-14 Pie Chart Pengalaman Terakhir Umroh atau Haji... 56
