pengaruh brand awareness, sales promotion, online
TRANSCRIPT
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PENGARUH BRAND AWARENESS, SALES PROMOTION,
ONLINE ADVERTISING, DAN PRODUCT ATTRIBUTES
TERHADAP PURCHASE INTENTION MIE SEDAAP
SKRIPSI
Diajukan sebagai salah satu syarat untuk memperoleh gelar Sarjana Ekonomi
(S.E.)
Irsyad Agung Wasito
00000017854
PROGRAM STUDI MANAJEMEN
FAKULTAS BISNIS
UNIVERSITAS MULTIMEDIA NUSANTARA
TANGERANG
2021
PEH}TYATAA}IT SRT$TNALTTAS SKRIFSI
Dengan ini sap, Irryad Agmg Wasito yang bertanda tangian dibawatr inimenyatakan bahwa slripsi ffiudul "'Pagar* Brard Aw areness, Sale s Pro*wtion,
Onliw Advertising, &n Prafuct Arfrktes t€fradry Pwclwe Intentioa MieSedaap" adahh karya ilmiah buaan sa;na ser&n, hkan plagid,dsri karya ilmiahyang ditulis oleh ormg atau lembagn lain Sesmggulmya tidak terdapat @a *ripsiini sebqgianataukesclunrhankaryaorangdau lombaga lainyangsaya akui sebagai
gegasm saya ssdiri dcNrgan cra meminr ahu memyatin dalam b€#uk nntaian
kalimd maupun simbol tertsnfiL hrn karya ilmiah serta gagasm mang atau
Iembaga lain yang dirujuk dalam skripsi ini telah diberikar pengkuan yang
sepantffsoys dcngan diseh*an srrmber kutiparnya sertil dicantumkan di Daftar
Pustaka
Saya bersedia mm€rima ketennuq phak Universitas atar konsehensi jikaditemukm plaeiarisme maupun keorangsn dalam skripsi ini.
(Irsya4,ASmS lryssitp)0000s01?854 ";'
iii
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iv
ABSTRAK
Mi instan adalah makanan yang digemari banyak kalangan. Di Indonesia
terdapat kurang lebih 20 produsen mi instan yang saling bersaing meraup pangsa
pasar dengan melancarkan beragam inovasi. Indofood adalah pemimpin saat ini
dan Mie Sedaap berada di posisi kedua. meskipun persaingan keduanya sudah lebih
dari satu dekade, jarak TBI diantara keduanya sangat jauh dengan Indomie
mendapat point sebesar 70,5% sedangkan Mie Sedaap sebesar 16,0% pada 2020.
Hal tersebut bertolak belakang dengan jumlah belanja iklan keduanya yang
berdekatan. Berdasarkan fenomena tersebut, maka peneliti tertarik untuk
mengetahui pandangan orang-orang mengenai hal-hal yang berkaitan dengan Mie
Sedaap seperti Product Attributes, Online Advertising, Sales Promotion, Brand
Awareness, dan Purchase Intention.
Penelitian ini berjenis kuantitatif dan menggunakan desain penelitian Single
Cross Sectional Design dengan menggunakan metode pengumpulan data kuesioner
dengan pertanyaan tertutup terstruktur. Penelitian dilakukan dalam rentang waktu
Oktober 2020 hingga Desember 2020. Diperoleh data 123 responden yang
kemudian dianalisa dengan metode Structural Equation Model (SEM).
Hasil penelititan menunjukan bahwa Product Attributes dan Online
Advertising tidak berpengaruh terhadap Purchase Intention. Sedangkan Sales
Promotion dan Brand Awareness berpengaruh terhadap Purchase Intention.
Kata Kunci: Product Attributes; Online Advertising; Sales Promotion; Brand
Awareness; Purchase Intention.
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ABSTRACT
Instant noodles are a food that is popular with many people. In Indonesia,
there are more or less 20 instant noodle producers who compete with each other
for market share by launching various innovations. Indofood is the current leader
and Mie Sedaap is in second place. although the competition between the two has
been more than a decade, the distance between the two TBIs is very far from
Indomie getting 70.5% points while Mie Sedaap is 16.0% in 2020. This matter is
contradictory to both brands advertising spending which is close to each other.
Based on this phenomenon, researcher is interested in knowing people's views
regarding several things related to Mie Sedaap such as Product Attributes, Online
Advertising, Sales Promotion, Brand Awareness, and Purchase Intention.
This is a quantitative research type and uses a single cross sectional research
design. Questionnaire with structured closed questions was used for data collection
method. The research was conducted between the time span of October 2020 and
December 2020. The data of 123 respondents were obtained and analyzed using
the Structural Equation Model (SEM) method.
The research result shows that Product Attributes and Online Advertising
have no effect on Purchase Intention. Meanwhile, Sales Promotion and Brand
Awareness have an effect on Purchase Intention.
Keywords: Product Attributes; Online Advertising; Sales Promotion; Brand
Awareness; Purchase Intention.
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KATA PENGANTAR
Puji syukur peneliti panjatkan kehadirat Tuhan Yang Maha Esa atas segala
rahmat-Nya sehingga skripsi berjudul “Pengaruh Brand Awareness, Sales
Promotion, Online Advertising, dan Product Attributes terhadap Purchase
Intention Mie Sedaap” dapat diselesaikan untuk memenuhi salah satu syarat
menyelesaikan program studi strata satu Fakultas Bisnis Program Studi Manajemen
Peminatan Martketing di Universitas Multimedia Nusantara.
Peneliti berharap skripsi ini dapat bermanfaat dan menambah wawasan bagi
pembaca. Dalam pembuatan skripsi ini peneliti menemui beberapa hambatan baik
dari dalam diri peneliti dan dari situasi. Karena itu peneliti ingin mengucapkan
terimakasih kepada orang-orang berikut ini yang telah berkontribusi mendukung
pembuatan skripsi ini:
1. Orang tua peneliti yang memberikan dukungan moril dan materil.
2. Bapak Dr. Mohammad Annas S.Tr.Par.,M.M.,CSCP. selaku Ketua Program
Studi Manajemen yang merestui skripsi ini.
3. Bapak Boby Arinto S.E., M.M. selaku dosen pembimbing skripsi ini.
4. Ibu Purnamaningsih, S.E., M.S.M., C.B.O. selaku dosen ketua sidang skripsi.
5. Bapak Trihadi Pudiawan Erhan, S.E., MSE, CPM (Asia). selaku penguji sidang.
6. Teman bimbingan peneliti yaitu Aga dan Stacia yang membantu memberi saran.
7. Responden yang meluangkan waktunya untuk mengisi kuesioner.
Tangerang, 29 Januari 2021
Irsyad Agung Wasito
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DAFTAR ISI
SAMPUL ..................................................................................................................i
PENGESAHAN SKRIPSI .................................................................................... ii
PERNYATAAN ORISINALITAS SKRIPSI ..................................................... iii
ABSTRAK .............................................................................................................iv
ABSTRACT ............................................................................................................ v
KATA PENGANTAR ...........................................................................................vi
DAFTAR ISI ........................................................................................................ vii
DAFTAR GAMBAR .............................................................................................xi
DAFTAR TABEL ............................................................................................... xii
BAB I PENDAHULUAN ....................................................................................... 1
1.1. Latar Belakang ............................................................................................ 1
1.2. Rumusan Masalah ....................................................................................... 9
1.3. Pertanyaan Penelitian .................................................................................. 9
1.4. Tujuan Penelitian ....................................................................................... 10
1.5. Batasan Masalah ........................................................................................ 10
1.6. Manfaat Penelitian ..................................................................................... 11
BAB II LANDASAN TEORI .............................................................................. 12
2.1. Market Share ............................................................................................. 12
2.2. Mind Share ................................................................................................ 13
2.3. Commitment Share .................................................................................... 14
2.4. Product Attributes ..................................................................................... 15
2.5. Online Advertising .................................................................................... 16
2.6. Sales Promotion ......................................................................................... 18
2.7. Brand Awareness ....................................................................................... 20
2.8. Purchase Intention ..................................................................................... 21
2.9. Perumusan Hipotesis ................................................................................. 22
2.9.1. Hubungan antara Product Attributes dengan Purchase Intention....... 22
2.9.2. Hubungan antara Online Advertising dengan Purchase Intention ..... 23
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2.9.3. Hubungan antara Sales Promotion dengan Purchase Intention .......... 24
2.9.4. Hubungan antara Brand Awareness dengan Purchase Intention ........ 25
2.10. Model Penelitian ....................................................................................... 25
2.11. Penelitian Terdahulu ................................................................................. 27
BAB III METODOLOGI PENELITIAN .......................................................... 31
3.1. Gambaran Umum Objek Penelitian .......................................................... 31
3.2. Metode Penelitian ...................................................................................... 32
3.3. Variabel Penelitian .................................................................................... 34
3.3.1. Variabel laten ..................................................................................... 34
3.3.2. Variabel Independen .......................................................................... 34
3.3.3. Variabel Dependen ............................................................................. 34
3.3.4. Variabel Teramati ............................................................................... 34
3.3.5. Definisi Operasional ........................................................................... 34
3.4. Teknik Pengumpulan Data ........................................................................ 38
3.5. Pengambilan Sampel ................................................................................. 40
3.5.1. Sampling Unit .................................................................................... 40
3.5.2. Ukuran Sampel ................................................................................... 40
3.5.3. Batas Waktu Pengambilan Data ......................................................... 40
3.5.4. Teknik Pengambilan Sampel .............................................................. 41
3.6. Teknik Analisis Data ................................................................................. 41
3.6.1. Uji Instrumen Pre-test ........................................................................ 41
3.6.2. Pre-test Uji Validitas .......................................................................... 42
3.6.3. Pre-test Uji Reliabilitas ...................................................................... 43
3.6.4. Analisis Data Utama dengan Struktural Equation Model (SEM) ...... 43
3.7. Model Pengukuran (Measurement Model) ............................................... 47
3.8. Model Keseluruhan Penelitian (Path Diagram) ........................................ 50
BAB IV ANALISIS DAN PEMBAHASAN ....................................................... 51
4.1. Deskripsi Hasil Penelitian ......................................................................... 51
4.2. Data Demografi Responden ...................................................................... 51
4.2.1. Jenis Kelamin ..................................................................................... 51
4.2.2. Usia..................................................................................................... 52
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4.2.3. Pendidikan .......................................................................................... 52
4.2.4. Pendapatan ......................................................................................... 53
4.3. Media Melihat Iklan dan Promosi Mie Sedaap ......................................... 54
4.4. Analisis Deskriptif ..................................................................................... 54
4.4.1. Brand Awareness................................................................................ 55
4.4.2. Sales Promotion.................................................................................. 57
4.4.3. Online Advertising ............................................................................. 58
4.4.4. Product Attributes .............................................................................. 59
4.4.5. Purchase Intention .............................................................................. 60
4.5. Uji Instrumen Pre-Test .............................................................................. 61
4.5.1. Uji Validitas Pre-Test ......................................................................... 61
4.5.2. Uji Reliabilitas Pre-Test ..................................................................... 62
4.6. Analisa Data Structural Equation Model (SEM) ....................................... 63
4.6.1. Analisis Goodness of Fit keseluruhan Model .................................... 63
4.6.2. Uji Validitas Model Pengukuran (Measurement Model) ................... 64
4.6.3. Uji Reliabilitas Model Pengukuran (Measurement Model) ............... 66
4.6.4. Analisis Model Struktural (Structural Model) ................................... 70
4.7. Pembahasan Hasil Uji Hipotesis ............................................................... 73
4.7.1. Hasil Uji Pengaruh Product Attributes terhadap Purchase Intention . 73
4.7.2. Hasil Uji Pengaruh Online Advertising terhadap Purchase Intention 73
4.7.3. Hasil Uji Pengaruh Sales Promotion terhadap Purchase Intention .... 73
4.7.4. Hasil Uji Pengaruh Brand Awareness terhadap Purchase Intention .. 74
4.8. Implikasi Manajerial ................................................................................. 74
4.8.1. Upaya Meningkatkan Purchase Intention melalui Sales Promotion .. 74
4.8.2. Upaya Meningkatkan Purchase Intention melalui Brand Awareness 76
BAB V KESIMPULAN DAN SARAN ............................................................... 78
5.1. Kesimpulan ................................................................................................ 78
5.2. Saran .......................................................................................................... 79
5.2.1. Saran Bagi Perusahaan ....................................................................... 79
5.2.2. Saran Bagi Penelitian Selanjutnya ..................................................... 79
LAMPIRAN .......................................................................................................... 81
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Kuesioner ........................................................................................................... 81
Pre-test Brand Awareness ................................................................................ 85
Pre-test Sales Promotion ................................................................................... 86
Pre-test Online Advertisement .......................................................................... 87
Pre-test Product Attributes ................................................................................ 88
Pre-test Purchase Intention ................................................................................ 89
Output Lisrel Measurement Model ................................................................... 90
Output Lisrel Structural Model ....................................................................... 108
FORMULIR KONSULTASI SKRIPSI ...................................................... 128
DAFTAR PUSTAKA ......................................................................................... 130
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DAFTAR GAMBAR
Gambar 1. 1 Permintaan Mie Instan Dunia...................................................... 1
Gambar 1. 2 Market Share Mi Instan Indonesia .............................................. 4
Gambar 1. 3 Market Share Mi Instan 2016 ...................................................... 6
Gambar 1. 4 Top Brand Index Mie Instan ....................................................... 7
Gambar 2. 1 Model Penelitian ....................................................................... 26
Gambar 3. 1. Kegiatan Promosi Mie Sedaap di Instagram........................... 31
Gambar 3. 2 Skema Jenis Desain Penelitian .................................................. 33
Gambar 3. 3 Model Pengukuran Product Attribute ....................................... 47
Gambar 3. 4 Model Pengukuran Online Advertisement ................................ 48
Gambar 3. 5 Model Pengukuran Sales Promotion ......................................... 48
Gambar 3. 6 Model Pengukuran Brand Awareness ....................................... 49
Gambar 3. 7 Model Pengukuran Purchase Intention ..................................... 49
Gambar 3. 8 Model Kesuluruhan Penelitian (Path Diagram) ........................ 50
Gambar 4. 1 Persebaran Jenis Kelamin Responden ....................................... 51
Gambar 4. 2 Persebaran Usia Responden ...................................................... 52
Gambar 4. 3 Persebaran Pendidikan Responden ........................................... 52
Gambar 4. 4 Persebaran Pendapatan Perbulan ............................................... 53
Gambar 4. 5 Media Responden Melihat Iklan ............................................... 54
Gambar 4. 6 Diagram Standardized Solution Measurement Model ............. 64
Gambar 4. 7 Diagram T-value Measurement Model ..................................... 65
Gambar 4. 8 Diagram T-values Structural Model .......................................... 70
Gambar 4. 9 Diagram Estimate Structural Model .......................................... 70
Gambar 4. 10 Contoh Promosi Edisi Khusus ................................................ 75
Gambar 4. 11 Youtuber Tanboy Kun Mengulas Mie Sedaap ........................ 77
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DAFTAR TABEL
Tabel 2. 1 Jenis-jenis stimulti promosi .......................................................... 18
Tabel 2. 2 Penelitian Terdahulu ..................................................................... 27
Tabel 3. 1 Daftar Variabel dan Definisinya ................................................... 35
Tabel 3. 2 Pengukuran Goodness of Fit ......................................................... 45
Tabel 4. 1 Interval Kelas ................................................................................. 55
Tabel 4. 2 Mean Brand Awareness ................................................................ 55
Tabel 4. 3 Mean Sales Promotion .................................................................. 57
Tabel 4. 4 Mean Online Advertising .............................................................. 58
Tabel 4. 5 Mean Product Attributes ............................................................... 59
Tabel 4. 6 Mean Purchase Intention ............................................................... 60
Tabel 4. 7 Hasil Uji Validitas Pre-Test .......................................................... 61
Tabel 4. 8 Hasil Uji Reliabilitas Pre-Test ...................................................... 62
Tabel 4. 9 Goodness of Fit Measurement Model ........................................... 64
Tabel 4. 10 Uji Validitas Measurement Model .............................................. 65
Tabel 4. 11 Uji Reliabilitas Measurement Model .......................................... 69
Tabel 4. 12 Analisis Structural Model ........................................................... 71