PRODUCTS - A CASE STUDY OF MILLENNIALS
By
Debby Cynthia Wijaya 11503082
BACHELOR‟S DEGREE in
BUSINESS ADMINISTRATION
FACULTY OF BUSINESS AND COMMUNICATION
SWISS GERMAN UNIVERSITY The Prominence Tower
Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 - Indonesia
July 2019
Debby Cynthia Wijaya
STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another per- son, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Debby Cynthia Wijaya
____________________________________________
Student Date
Approved by:
Fiter Abadi, MBA
____________________________________________
Thesis Advisor Date
Dr. Nila Krishnawati Hidayat, SE, MM
____________________________________________
Dean Date
Debby Cynthia Wijaya
ABSTRACT
ANALYZING THE INFLUENCE OF BRAND IMAGE, SALES PROMOTION, PERCEIVED QUALITY, AND STORE ENVIRONMENT ON PURCHASE INTENTION TOWARDS BUCCHERI FOOTWEAR PRODUCTS – A CASE
STUDY OF MILLENNIALS By
Debby Cynthia Wijaya Fiter Abadi, MBA., Advisor
SWISS GERMAN UNIVERSITY
As a player who has been in the market for almost 30 years, Buccheri is well- known for its footwear products provided across Indonesia. Having people whose age ranging from 40-60 years old as the major customers triggered Buccheri into attracting new target market. The population of millennial generation in Indonesia has been a very great opportunity for players in the fashion industry. Thus, the purpose of this research is to analyze factors influencing millennials purchase in- tention. This research is using quantitative approach and the data are collected through questionnaires which were distributed to 116 respondents. Multiple Re- gression is used to analyze the influence of the independent variables. Based on the findings, three out of four independent variables have significant influence on the millennials purchase intention. Sales Promotion has the biggest influence, fol- lowed by Perceived Quality and Brand Image. Store Environment is proved to be having an insignificant and negative influence on millennials purchase intention.
The results of this research will be useful for the related company to develop mar- keting strategies in attracting millennials market.
Keywords: Purchase Intention, Millennials Brand Image, Sales Promotion, Per- ceived Quality, Store Environment, Buccheri, Footwear
Debby Cynthia Wijaya
© Copyright 2019 by Debby Cynthia Wijaya
All rights reserved
Debby Cynthia Wijaya
DEDICATION
I dedicate this work for my family, my advisor, and my beloved country,
Indonesia.
Debby Cynthia Wijaya
ACKNOWLEDGEMENTS
First of all, I would like to express my sincere gratitude to Jesus Christ for all of His blessings, kindness, guidance, and strength that He has given me. If it was not His will, I would not be able to complete this thesis. I am forever grateful to have Him in my life.
I would like to show my gratitude to my advisor, Mr. Fiter Abadi , MBA for his endless patience, guidance, motivation, time, and critical feedbacks from the be- ginning until the end of my thesis. It has been an honor to be one of your students, Sir.
I also would like to express my gratitude to my parents and my sister for their un- conditional love, support, and prayers. Thank you for always believing in me and helping me through everything. I am surely nothing without them.
To Stella Febrilian thank you for always being there for me. We have been through many ups and downs but we are still keeping each other close. You know how grateful I am to have you as my closest friend from the very first semester up until now. Also to Jessica Hadady, Saskya Aloisi, Amelia Belva, Winda Relyana, Adam Nizar, Bagas Permana, Jason Fadelie, Michael Armando, Joshua Tamaro, Rakly Tadashi, Raka Wiradipraja, Rayi Sastradiwirya, and Nickalis Ramadhan, thank you for all the memories that we made. I am very grateful to have you guys.
Moreover, thank you for all my classmates, IBA batch 2015, for the journey dur- ing the past 4 years in Swiss German University. I really wish you guys all the best.
Last but not least, thank you for all parties that helped me to complete my thesis. I
cannot thank you enough.
Debby Cynthia Wijaya
TABLE OF CONTENTS
STATEMENT BY THE AUTHOR ... 2
ABSTRACT ... 3
DEDICATION ... 5
ACKNOWLEDGEMENTS ... 6
LIST OF TABLES ... 11
CHAPTER 1 – INTRODUCTION ... 12
1.1. Background ... 12
1.2. Research Problem ... 15
1.3. Research Questions ... 16
1.4. Research Objectives ... 16
1.5. Scope and Limitation ... 16
1.6. Significance of Study ... 17
CHAPTER 2 – LITERATURE REVIEW ... 18
2.1. Research Framework ... 18
2.2. Millennials Purchase Intention ... 19
2.3. Brand Image ... 20
2.3. Sales Promotion ... 21
2.4. Perceived Quality ... 22
2.5. Store Environment ... 23
2.6. Hypothesis Development ... 24
2.7. Previous Studies ... 26
2.8. Study Differences ... 30
2.9. Research Model ... 31
CHAPTER 3 – RESEARCH METHODS... 32
3.1. Type of Study ... 32
Debby Cynthia Wijaya
3.2 Unit Analysis ... 32
3.3 Population and Sampling ... 32
3.3.1 Population Sample Target ... 32
3.3.2 Sampling Method ... 33
3.3.3 Sample Size ... 33
3.4 Location of Study ... 33
3.5 Type of Data and Collection Method ... 33
3.5.1. Type of Data ... 33
3.5.2. Data Collection Method... 34
3.5.3. Questionnaire Structure ... 35
3.6 Variable Operationalization ... 35
3.7 Data Processing Procedures ... 37
3.7.1. Data preparation ... 37
3.7.2 Data Screening... 38
3.7.3 Validity Test ... 38
3.7.4. Reliability Test ... 43
3.8 Data Analysis Technique ... 44
3.8.1 Classical Assumptions Test ... 44
3.8.2. Regression Analysis and Hypothesis Testing ... 45
CHAPTER 4 – RESULTS AND DISCUSSIONS ... 48
4.1. Brief Company Background ... 48
4.2. Respondent Profiles ... 49
4.2.1. Gender ... 50
4.2.2. Age ... 51
4.2.3. Domicile ... 52
4.2.4. Education Level ... 53
4.2.5. Monthly Income ... 54
4.3. Descriptive Statistic Analysis ... 54
4.4. Inferential Statistic Analysis ... 55
4.4.1. Normality Test ... 55
4.4.2. Multicollinearity Test ... 56
4.4.3. Heteroscedasticity Test ... 57
4.5. Multiple Regression Test ... 58
Debby Cynthia Wijaya
4.5.1. T-Test Result ... 58
4.5.2. F-Test Result ... 59
4.5.3. R2 Test Result ... 60
4.6. Hypothesis Results and Analysis ... 60
CHAPTER 5 – CONCLUSION AND RECOMMENDATIONS... 65
5.1. Conclusion ... 65
5.1. Recommendations ... 65
5.1.1. Managerial Implications ... 65
5.1.2. Recommendation for Further Study ... 69
REFERENCES ... 70
APPENDICES ... 74
Appendix 1 – Questionnaire Design ... 74
Appendix 2 – Questionnaire Result ... 80
Appendix 3 – Validity and Reliability Test (Post-Test)... 83
Appendix 4 – Descriptive Statistics ... 86
