the influence of planned behavior towards behavior

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THE INFLUENCE OF PLANNED BEHAVIOR TOWARDS BEHAVIOR INTENTION ON INSTAGRAM CASE OF KAFFEINE KLINE IN JAKARTA

By Fannisa Fitriana

11503035

BACHELOR’S DEGREE in

BUSINESS ADMINISTRATION – HOTEL AND TOURISM MANAGEMENT Concentration

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

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Fannisa Fitriana

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 person, 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.

Fannisa Fitriana

__________________________

Student Date

Approved by:

Munawaroh, S.E. M.M

___________________________

Thesis Advisor Date

Dr. Nila K. Hidayat, S.E. M.M ___________________________

Dean Date

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Fannisa Fitriana

ABSTRACT

THE INFLUENCE OF PLANNED BEHAVIOR TOWARDS BEHAVIOR INTENTION ON INSTAGRAM CASE OF KAFFEINE KLINE IN JAKARTA

By

Fannisa Fitriana Munawaroh, S.E. M.M,

Advisor

SWISS GERMAN UNIVERSITY

In the increasingly widespread of digital era today, social media have gained a lot of attention as a socializing as well as marketing platforms. Instagram is one of the social media platforms with a vast growth of its users. Therefore, researchers and marketers need to have a further understanding on the predictors of Instagram usage. There are factors that influence the behavior intention regarding this social media application.

This study aimed to determine whether theory of planned behavior could be applied to understand those factors. The research focus on Kaffeine Kline located in Duren Tiga, South Jakarta as the case study. There were 200 respondents gathered and used as the data. PLS-SEM analysis was used to determine the validity, reliability and to test the hypotheses. Overall, this study revealed that Instagram usage is significantly influenced by attitudes and subjective norm and not perceived behavior control. By identifying the factors that predict users of Instagram intentions and behavior, findings can be used to inform strategies that aim to improve and modify Kaffeine Kline’s Instagram performance.

Keywords: Theory of Planned Behavior (TPB), social media, Instagram, PLS, SEM, behavior intention

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Fannisa Fitriana

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Fannisa Fitriana

DEDICATION

I dedicate this Thesis for the future of the food & beverage industry, God and my parents. This would denote my last work of the 4 years journey in completing bachelor degree.

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Fannisa Fitriana

ACKNOWLEDGEMENTS

First of all, I would like to offer my gratitude to Allah SWT for giving me the capability and strength to accomplish this research.

During the writing of this thesis, I realized that with the guidance from my advisor, Ms. Munawaroh, S.E. M.M., all the support and comments have made it possible to finally finish this research. Despite your busy schedule with the doctoral degree, I would like to thank you for your patience and trust.

I would also like to show my appreciation to my parents in the form of this thesis. Whom already given me the freedom of my time wisely and the chance to finish this writing with uncountable material supports and endless moral supports.

In addition, thank you for all the respondents who had participated, thus this research can be made into something important and impactful. I would also like to express my gratitude to all the lecturer and college staff who has helped me since the very first beginning of my study until the end of this thesis.

Furthermore, thank you to all my college friends. To Marcella Giovanni, best friend would be an underrated term to describe your solace since semester 1. Thank you for a never-ending laugh and countless adventure, we have grown up together in such short period of times along with Faranita Devi Anjani. Thank you for always being understanding. For my classmates, Aditya Suryaputra and others whom I could not mention one by one, your support might seem oblivious, but it helped me even in the slightest.

I believe that without my beloved childhood friends; Alifah Fanny, Khadijah Takbiradzani and Vonny Rasida, I would have to go through more hard times in writing this thesis and in life. No matter how far we are from each other and even in the toughest times, your words and jokes have made me stronger.

Lastly, to Bagus Dwi Satrio Wicaksono, your unconditional support have aid me to become the better version of myself.

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Fannisa Fitriana

TABLE OF CONTENTS

Page

STATEMENT BY THE AUTHOR ... 2

ABSTRACT ... 3

DEDICATION ... 5

ACKNOWLEDGEMENTS ... 6

TABLE OF CONTENTS ... 7

LIST OF FIGURES ... 10

LIST OF TABLES ... 11

CHAPTER 1 - INTRODUCTION ... 12

1.1 Background ... 12

1.2 Research Problems ... 15

1.3 Research Questions ... 16

1.4 Research Objectives ... 16

1.5 Scopes and Limitation ... 16

1.6 Significance of Study ... 17

1.7 Thesis Structure ... 17

CHAPTER 2 – LITERATURE REVIEW ... 18

2.1 Conceptual Framework ... 18

2.2 Theoretical Foundation ... 20

2.2.1 Theory of Planned Behavior ... 20

2.2.1.1 Attitude Toward Behavior (ATB) ... 21

2.2.1.2 Subjective Norm (SN) ... 23

2.2.1.3 Perceived Behavior Control (PBC) ... 23

2.2.2 Marketing ... 24

2.2.2.1 Marketing Communications Mix ... 25

2.2.2.2 Integrated Marketing Communications (IMC) ... 26

2.2.2.3 Paid, Earned, Shared and Owned Media (PESO) ... 27

2.2.2.4 Consumer Behavior ... 29

2.2.2.5 Behavioral Intention ... 32

2.2.3 Social Media ... 33

2.2.3.2 Instagram ... 34

2.2.3.1 Social Media & Instagram in Indonesia ... 35

2.2.3.3 New Wave Marketing: 12 C Implementation in Social Media ... 36

2.2.4 Coffee Shop ... 37

2.2.4.1 First Wave Coffee ... 38

2.2.4.2 Second Wave Coffee ... 39

2.2.4.3 Third Wave Coffee ... 39

2.3 Previous Studies ... 40

2.4 Study Differences ... 45

2.5 Research Model ... 46

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Fannisa Fitriana

2.6 Hypothesis ... 46

CHAPTER 3 – RESEARCH METODOLOGY ... 47

3.1 Type of Study ... 47

3.2 Unit Analysis/Unit Observation ... 48

3.3 Sampling Design ... 48

3.3.1 Population and Sample ... 49

3.3.2 Sampling Method ... 49

3.3.3 Sample Size ... 50

3.4 Location and Time Frame of Study ... 51

3.5 Type of Data and Collection Methods ... 52

3.5.1 Primary Data ... 52

3.5.2 Secondary Data ... 52

3.5.3 Data Collection Method ... 53

3.5.4 Questionnaire Structure ... 53

3.6 Research Model ... 54

3.7 Variable Operationalization ... 55

3.8 Data Processing Procedures ... 59

3.9 Data Preparation ... 60

3.10 Data Screening ... 60

3.11 Data Analysis Technique ... 60

3.12 Pre-Testing ... 61

3.13 Post-Testing ... 61

3.14 SEM ... 61

3.14.1 PLS-SEM ... 62

3.14.2 PLS-SEM Measurement Model or Outer Model Evaluation ... 64

3.14.2.1 Outer Loading ... 64

3.14.2.2 Validity Test ... 65

3.14.2.3 Reliability Test ... 65

3.14.3 PLS-SEM Structural Model or Inner Model Evaluation ... 66

3.14.3.1 Coefficient of Determination (R² value) ... 66

3.14.3.1 Hypothesis Testing ... 66

CHAPTER 4 – RESULT AND DISCUSSION ... 68

4.1 Company Profile ... 68

4.2 Profile of Respondents ... 69

4.2.1 Profile of Respondents based on Gender ... 69

4.2.2 Profile of Respondents based on Age ... 70

4.2.3 Profile of Respondents based on Marital Status ... 70

4.2.4 Profile of Respondents based on Occupation ... 71

4.2.5 Profile of Respondents based on Average Spending per Month ... 71

4.3 Descriptive Statistics ... 72

4.4 Instruments (Pre-Test) ... 75

4.4.1 Measurement Model (Outer Model Pre-Test) ... 76

4.2.3 Validity Test (Pre-Test) ... 77

4.2.4 Reliability Test (Pre-Test) ... 78

4.3 Instruments (Post-Test) ... 78

4.3.1 Measurement Model (Outer Model Post-Test) ... 78

4.3.1.1 Validity Test (Post-Test) ... 80

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Fannisa Fitriana

4.3.1.2 Reliability Test (Post-Test) ... 80

4.3.2 Structural Model Test (Inner Model) ... 81

4.3.2.1 Coefficient of Determination (R² Value) ... 81

4.3.2.2 Hypothesis Test ... 82

4.4 Hypothesis Test Results ... 85

4.5 Hypothesis Test Discussion ... 85

CHAPTER 5 – CONCLUSION AND RECOMMENDATIONS ... 88

5.1 Conclusion ... 88

5.1.1 H1 is accepted ... 88

5.1.2 H2 is accepted ... 88

5.1.3 H3 is rejected ... 89

5.2 Recommendation ... 89

5.2.1 Recommendation for Managerial Implication ... 89

5.2.2 Recommendation for Future Researches ... 91

GLOSSARY ... 93

ABBREVIATION ... 94

REFERENCES ... 95

APPENDIX A: Questionnaire in English ... 102

APPENDIX B: Questionnaire in Bahasa Indonesia ... 106

APPENDIX C: Raw Data Excel – Pre-Test ... 111

APPENDIX D: Raw Data Excel – Post-Test ... 112

APPENDIX E: Kaffeine Kline ... 117

APPENDIX F: Kaffeine Kline Instagram ... 119

CURICULUM VITAE ... 120