THE INFLUENCEOF LADY USHER TRUSTWORTHINESS, ATTRACTIVENESS, AND EXPERTISE ON CONSUMER PURCHASE
DECISIONS AT GIIAS 2019
ABSTRACT
Keywords: Trustworthiness, Attractiveness, Expertise, Purchase Decisions
This study has a background of trustworthiness, attractiveness, and expertise affect consumer purchase decisions at GIIAS 2019. The purpose of this study is to determine and explain the influence of trustworthiness, attractiveness, and expertise individually to the purchase decisions at GIIAS 2019.
This type of study is explanatory research with quantitative approach. The research location is in Surabaya, East Java, and its surroundings, one of the cities where the GIIAS 2019 was held. Samples amounted to 100 respondents who used the sampling technique used was non probability sampling. Methods of data collection used questionnaire. Analysis of the data used is descriptive analysis and multiple linear regression analysis to test the t tests of hypotheses.
The results of multiple linear regression analysis can be seen that the X1 (Trustworthiness) and Y (Purchase Decision) shows t count > t table is 2,010>1,995 sig. t (0,048) t table is 2,211>1,995 or sig. t (0,030) t table is 2,318>1,995 or sig. t (0,023) <α = 0.05 the influence of X3 (Expertise) towards Purchase Decision is significant.
The conclusion of this study was there a significant effect between trustworthiness (X1), attractiveness (X2), expertise (X3) individually to Purchase Decision (Y). Advice given from the researchers, is expected to be used as a material consideration which the parties involved in the automotive field in creating a superior brand to make it more effective and efficient in preparing and planning as well as better marketing strategies and targeted in order to improve long-term benefits for the company.
Business in an increasingly dynamic, complex, and completely uncertain, does not only present opportunities but also challenges. The challenge faced by the company is none other than to always find the best way to win the competition and maintain market share.
The increasingly modern marketing strategy has made advertising an inevitable demand for an offered product to get attention in people's lives. From the consumer side, advertising is a medium for providing information about capabilities, prices, product functions, and other attributes related to a product. That information can help promoting product sales to create a positive perception of the product being promoted and advertised, which ultimately leads to interest and purchasing decisions.
In making a purchase decision, generally, consumers will evaluate the product selection. Decision making process consists of several stages, namely identification of needs, information seeking, evaluation of alternatives, purchasing decisions, and post-purchase behavior (Kotler 2012). Producers must understand each stage in the decision-making process to provide complete information about their products through their endorsers. Each company generally uses different strategies to attract consumer interest; this interest is carried out in many industrial sectors, including automotive.
In the Indonesian automotive industry, consumer interest through promotion is carried out in various approaches, one of which through Lady Usher.
The use of Lady Usher is carried out in certain agendas, one of which is when the biggest Indonesian automotive event is held, namely the Indonesia International Auto Show or abbreviated as GIIAS. GIIAS is an effort to attract vehicle buying interest in a stand exhibition event (Katadata 2018).
At GIIAS, a product marketing strategy by presenting Lady Usher could make the booth attractive. The existence of Lady Usher can provide information and recommendations and make it easier for visitors to know a product and determine the best alternative and price offer.
In order to increase consumers' desire to buy a product, Lady Usher must have credibility wherein her credibility; several important criteria must be met, among others, according to Wijaya and Saryadi (2016), i.e., trustworthiness, attractiveness, and expertise.
From the above explanation, it is known that the marketing communication strategy carried out by Lady Usher at GIIAS 2019 can be used as an implementation of an attractive automotive product marketing program because it is important for purchasing decisions. Lady Usher is expected to be a communication strategy right on target in as many sales missions as possible.
Based on the explanation above, this study is trying to determine and analyzet the influence of trustworthiness and attractiveness toward Lady Usher, and also Lady Usher expertise on consumer purchase decisions at GIIAS 2019.
Method
The research method used in this research is a quantitative research method based on the philosophy of positivism, used to research on certain populations or samples, collecting and using research instruments. Moreover, the type of research used is explanatory research. As explained by Sugiono (2010), explanatory research is a study that tests hypotheses between variables, which are used as hypotheses, analyzes, and examines the relationship between the dependent variable and the independent variable. This research aims to investigate the independent variables of Lady Usher’s Trustworthiness (X1), Expertise (X2), and Attractiveness (X3) on the dependent variable, namely Purchase Decision (Y) at GIIAS 2019.
The population in this research is visitors of GIIAS 2019. Moreover, the sample collection method was carried out by accidental sampling, in which the researcher chose respondents by visiting the event organizer, then asked for data of visitors who came to GIIAS, which is the population, and then selected potential respondents as the sample. In order to facilitate data calculation, the researcher rounded the sample size to 100 people by giving the difference in the estimation of less than 0.05.
There are two types of sources used as data, namely primary data and secondary data. In this research, the primary data in this research was taken by questionnaire. Moreover, the source of secondary data in this research includes magazines, books, media reports, and so on.
Research Instrument Testing Methods
According to Ghozali (2013), good data instruments must meet two important requirements, namely valid and reliable.
Validity Test
Sugiyono (2010: 122) divides instrument validity into two types, namely internal validity (rational) dan external validity (empirical). Internal validity is divided into construction validity and content validity. The technique to measure questionnaire validity, according to Ghozali (2013) is to calculate the correlation between data on each question with a total score, using the product momento correlation formula. Testing the validity of the instrument in this research used SPSS version 21.
Reliability Test
According to Arikunto (2010:221), an instrument is said to be proper, if the instrument can be trusted to collect data. In this research, the reliability test was carried out by using SPSS version 21 based on the Alpha Cronbach’s scale of 0 to 1.
Classic Assumption Test Normality Test
Normality test aims to test whether in a model of regression, dependent variable, independent variable, or both are normally distributed or not. A data can be said distributed normally if it is distributed on the diagonal axis of the graph (Ghozali, 2013).
Multicollinearity Test
Multicollinearity test is used as a tool to determine whether in the models, there is correlation between independent variables or not. If there is a correlation, then a multicollinearity problem is used.
It should not be any correlation between the independent variable in a good regression model. This research used the SPSS version 21 to perform a multicollinearity test.
Heteroscedasticity Test
According to Ghozali (2013), heteroscedasticity test aims to know whether in a regression model, there is variant inequality from one observation residual to another observation. One of the ways to approach heteroscedasticity is to look at the graph of the scatter plot between the value of predictive dependent variables (ZPRED) with the residual (SRESID). This research used SPSS version 21 to perform a heteroscedasticity test.
Measurement Scale
The scale used is scale interval by conducting several tests to analyze the data that has been obtained and collected in this research. The quantitative data were obtained using an interval scale called Likert scale, in which in this research there were five points on the scale to be used as in the table below:
Likert Scale
Source: Sugiyono (2013:94) Data Analysis Method
Analysis method used in this research is multiple linear analysis. It is known that the purpose of the analysis is to find out how great the relationship between independent variables and dependent variable.
Information Value
“STS” means strongly disagree 1
“TS” means disagree 2
“KS” means slightly disagree 3
“S” means agree 4
“SS” means totally agree 5
Multiple Linear Regression Test
The analysis of multiple linear regression is the linear relationship between two or more independent variables (X1) and the dependent variable (Y). This analysis aims to know the direction of the relationship between independent variables and dependent variable whether each independent variable is associated positively or negatively, and to predict the value of a dependent variable whether its value experienced an increase or decrease.
Partial Regression Coefficient Test (Test t)
This test is used to determine whether, in the regression model, the independent variable (X1) partially has a significant effect on the dependent variable (Y). Following are the steps in the t test, namely:
1. Formulating hypothesis
2. Determine the level of significance, α = 5%
3. Calculating tcount with the formula according to Sudjana (2005:377)
4. Comparing tcount and ttable
Findings
General Overview
GAIKINDO car exhibition which was organized by GAIKINDO in 1986, is the beginning of the largest automotive exhibition in Indonesia. In 2006, the exhibition carved the history of the new to become an international scale exhibition supported by OICA (Organisation Internationale des Constructeurs d’Automobiles) and change its name into Indonesia International Motor Show (IIMS). After a long 20 years of journey, this exhibition is expected to lead to a brighter future and launched the event with a new name called “GAIKINDO Indonesia International Auto Show (GIIAS)”.
Respondents Description
From the results of questionnaire distribution to 100 visitors, it obtained an overview of the respondent’s description based on age, gender, occupation, and education. Based on age, most of the respondents aged more than 30 years to 40 years are as many as 52 respondents or 52%. Based on gender, most respondents are male respondents, as many as 62 people or 62%. Based on these data, most respondents work as private employees as many as 45 people or 45%. Also based on these data, most of respondents have S1 background education as many as 40 people or 40%.
Descriptive Analysis
In varible of Trustworthiness, there are three question items given as seen on the table below:
Frequency Distribution of Trustworthiness (X1)
In variable of Expertise, there are three question items given as seen on the table below. Respondents answers can be seen on the table below:
Frequency Distribution of Expertise (X2)
In variable of Attractiveness, there are three question items given to be answered. Respondents answers can be seen on table below:
Frequency Distribution of Attractiveness (X3)
Item 5 4 3 2 1 Total Mean
% % % % % Total %
Similarity (X4.1) 8.00 62.67 29.33 0.00 0.00 100 100 3.79 Familiarity (X4.2) 13.33 54.67 30.67 1.33 0.00 100 100 3.80 Likability (X4.3) 20.00 58.67 20.00 1.33 0.00 100 100 3.97
Grand Mean 3.85
In variable of Purchase Decision, there are five question items given to be answered. Respondents answers can be seen on table below:
Item 5 4 3 2 1 Total Mean
% % % % % Total %
Honesty (X2.1) 6.67 73.33 20.00 0.00 0.00 100 100 3.87 Integrity (X2.2) 4.00 61.33 28.00 6.67 0.00 100 100 3.63 Trust (X2.3) 9.33 70.67 20.00 0.00 0.00 100 100 3.89
Grand Mean 3.80
Item 5 4 3 2 1 Total Mean
% % % % % Total %
Knowledge (X2.1) 13.33 66.67 20.00 0.00 0.00 100 100 3.93 Ability (X2.2) 8.00 69.33 22.67 0.00 0.00 100 100 3.85 Skills (X2.3) 14.67 50.67 34.67 0.00 0.00 100 100 3.80
Grand Mean 3.86
Frequency Distribution of Level of Purchase Decision (Y)
Item 5 4 3 2 1 Total Mean
% % % % % Total %
Y1.1 9.33 61.33 28.00 1.33 0.00 100 100 3.79 Y1.2 21.33 57.33 21.33 0.00 0.00 100 100 4.00 Y1.3 16.00 53.33 28.00 2.67 0.00 100 100 3.83 Y1.4 13.33 62.67 24.00 0.00 0.00 100 100 3.89 Y1.5 9.33 61.33 28.00 1.33 0.00 100 100 3.79
Grand Mean 3.88
Details:
Y1.1 = Interested in finding more information about the product Y1.2 = Considering to buy the product
Y1.3 = Desire to know the product Y1.4 = Interest to try the product Y1.5 = Desire to own the product
Assusmptions of Classical Regression
A normality test is performed to determine whether the residual value is spread normally or not. From the calculation results obtained sig. of 0.900 or greater than 0.05; it means that the assumption of normality is fulfilled.
Normality Test Results
Multicollinearity Test was conducted to find out that there is no very strong relationship or there is no perfect linear relationship. All variables of X1 to X3 have value less than ten. It means multicollinearity does not exist.
Multicollinearity Test Results
2.381 1.790 2.177 X1
X2 X3 Model 1
VIF Collinearity Statistics
Heteroscedasticity test was done by looking at the scatterplot. If the scatterplot diagram does not form a specific pattern then the heteroscedasticity does not exist. Based on the test, the scatterplot diagram is spread and does not form a specific patter. It can be said that heteroscedasticity does not exist. By fulfilling all the classical regression assumptions, one can assume that the multiple linear regression model used in this study is feasible and acceptable. Interpretation can be taken from the outcomes of multiple regression analyzes performed.
Heteroscedasticity Test
Results of Validity and Reliability Test
According to Arikunto (2002:144), validity is a measurement that shows the level of accuracy of an instrument. In testing the validity of a research instrument, respondents answers for each variable are input to the calculations of reliability analysis in SPSS program.
Variable Validity Test
Item Coefficient Corellation sig. r table Details
X1.1 0.834 0.000 0.361 Valid
X1.2 0.836 0.000 0.361 Valid
X1.3 0.797 0.000 0.361 Valid
X2.1 0.778 0.000 0.361 Valid
X2.2 0.818 0.000 0.361 Valid
X2.3 0.754 0.000 0.361 Valid
X3.1 0.792 0.000 0.361 Valid
X3.2 0.806 0.000 0.361 Valid
X3.3 0.731 0.000 0.361 Valid
Y1.1 0.570 0.000 0.361 Valid
Y1.2 0.785 0.000 0.361 Valid
Y1.3 0.770 0.000 0.361 Valid
Y1.4 0.752 0.000 0.361 Valid
Y1.5 0.670 0.000 0.361 Valid
2 0
-2 -4
Regression Standardized Residual 3
2
1
0
-1
-2
Regression Standardized Predicted Value -3
Dependent Variable: Y Scatterplot
A validity test is a measure that shows the levels of accuracy of an instrument An instrument is said to be valid if it can measure what it wants to measure or can reveal data from the variable under study appropriately.
From the conducted test, sig. value r indicator of questions is less than 0.05 (α = 0.05), which means each variable indicator is valid. Therefore, it can be concluded that the indicators can be used to measure the research variables.
According to Singarimbun in Singarimbun and Effendi (ed. 1995 : 137), realibility is an index that shows how far a measuring tool can be trusted or can be relied upon.
Variable Reliability Test
No. Variable Coefficient Reliability Details
1 X1 0.834 Reliable
2 X2 0.677 Reliable
3 X3 0.655 Reliable
6 Y1 0.655 Reliable
The reliability test is used to find out how far someone's answers are consistent or stable over time. The reliability testing technique uses the alpha reliability coefficient. From the conducted test, the value of Cronbach's alpha for all variables is greater than 0.6. From the provisions mentioned previously, all variables used for research are reliable.
Partial Regression Analysis
t test is used to find out whether each independent variable partially has significant influence towards the dependent variable in order to answer hypothesis proposed in this study. If t count > t table or -t count < -t table then the result is significant and H0 is rejected and H1 is accepted. If t count < t table or -t count > - t table then the result is not significant and H0 is accepted and H1 is rejected.
Results of t test are presented on the table
Results of Partial Regression Test (t Test)
Hypothesis Test
t test between X1 (Trustworthiness) and Y (Purchase Decision) shows t count = 2.010. While t table (α = 0.05; db residual = 69) is 1.995. Because t count
> t table is 2.010>1.995 sig. t (0.048) <α = 0.05 the influence of X1 (Trustworthiness) towards Purchase Decision is significant. Purchase Decision is significantly influenced by Trustworthiness or by increasing Trustworthiness, Purchase Decision will experience significant increase.
t test between X2 (Attractiveness) and Y (Purchase Decision) shows t count
= 2.211. While t table (α = 0.05 ; db residual =69) is 1.995. Becasue t count > t table is 2.211>1.995 or sig. t (0.030) <α = 0.05 the influence of X2 (Attractiveness) towards Purchase Decision is significant at alpha 5%. It means that H0 is rejected and it can be concluded that Purchase Decision is significantly influenced by Attractiveness or by increasing Attractiveness, Purchase Decision will experience significant increase.
t test between X3 (Expertise) and Y (Purchase Decision) shows t count = 2.318. While t table (α = 0.05 ; db residual =69) is 1.995. Because t count > t table is 2.318>1.995 or sig. t (0.023) <α = 0.05 the influence of X3 (Expertise) towards Purchase Decision is significant at alpha 5%. It means that H0 is rejected and it can be concluded that Purchase Decision is significantly influenced by Expertise or by increasing Expertise, Purchase Decision will experience significant increase.
Discussion
The Influence of Trustworthiness Towards Purchase Decision
The influence of X1 (Trustworthiness) towards Purchase Decision is significant. The significant influence means that if Lady Usher are able to construct a proper trustworthiness then it will directly result to an intention to purchase the product being offered.
For most people, purchasing behavior sometimes started and influenced by the stimulus outside of them, whether it is a stimulus from marketing or other environment. Such stimulus will be processed according to personality characteristics before purchase decision is made. Consumer personal characteristics used to process the stimulus are complex and aim to motivate consumer to make purchases. Motivation as the impulse from one's mind force them to take action.
The Influence of Attractiveness Towards Purchase Decision
The influence of X2 (Attractiveness) towards Purchase Decision is significant. The purchase decision is a process that cannot be separated from the nature of the consumer's involvement with the product. Level of consume involvement in a purchase is influenced by personal interest felt and initiated by stimulus. Thus, there are consumers who are highly involved in a purchase and there are also those who are less involved.
Decision-making by consumer is different according to the type of purchase decision. The more complex the decision to purchase something, it will likely involve more consideration from the consumer. Kotler and Armstrong (2012:208)
differentiate purchase behavior based on the level of consumer involvement in purchasing and the level of diversity between several brands.
The Influence of Expertise Towards Purchase Decision
There is a significant influence of Expertise towards Purchase Decision. The results of this study is supported by Wijaya dan Saryadi (2016) who found that Expertise of Lady Usher has significant influence towards decision to purchase Magnum ice cream magnum for Undip students. It is because if someone has the experience, knowledge, quality, skills, and are realible toward a product they offer, then it will directly influence consumer's purchase decision toward that product.
The purchase decision is a process that cannot be separated from the nature of the consumer's involvement with the product. Level of consume involvement in a purchase is influenced by personal interest felt and initiated by stimulus. Thus, there are consumers who are highly involved in a purchase and there are also those who are less involved.
Decision-making by consumer is different according to the type of purchase decision. The more complex the decision to purchase something, it will likely involve more consideration from the consumer.
Conclusion
According to the multiple linear regression analysis, it is found that:
1. There is a significant influence of Trustworthiness towards Purchase Decision as seen from t test between X1 (Trustworthiness) and Y (Purchase Decision) which shows t count = 2.010. While t table (α = 0.05; db residual = 69) is 1.995. Because t count > t table is 2.010>1.995 sig. t (0.048) <α = 0.05 the influence of X1 (Trustworthiness) towards Purchase Decision is significant. The significant influence means that if Lady Usher are able to construct a proper trustworthiness then it will directly result to an intention to purchase the product being offered.
2. In this research, it was found that Attractiveness has significant influence towards Purchase Decision as seen from t test between X2 (Attractiveness) and Y (Purchase Decision) which shows t count = 2.211. While t table (α = 0.05; db residual =69) is 1.995. Because t count
> t table is 2.211>1.995 or sig. t (0.030) <α = 0.05 the influence of X2 (Attractiveness) towards Purchase Decision is significant at alpha 5%.
3. The results show that t test between X3 (Expertise) and Y (Purchase Decision) shows t count = 2.318. While t table (α = 0.05; db residual
=69) is 1.995. Because t count > t table is 2.318>1.995 or sig. t (0.023)
<α = 0.05 the influence of X3 (Expertise) towards Purchase Decision is significant with alpha 5%. So, there is a significant influence of Expertise towards Purchase Decision.
Suggestions
Based on the conclusions above, several suggestions are proposed for the benefit of company and other parties. The suggestions include:
1. The company is suggested to maintain and improve their Trustworthiness through their Lady Usher since it has a significant influence in consumer's purchase decision.
2. Since the independent variables in this study are vital in influencing Purchase Decision, the results of this study aim to become reference for the next research with considering other variables outside this study.
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