TUGAS LAPORAN RISET PEMASARAN
PENGARUH SOCIAL MEDIA MARKETING, BRAND IMAGE, DAN
PRODUCT QUALITY TERHADAP PURCHASE DECISION
PADA PRODUK ERIGO
Dosen Pengampu :
Dessy Kurnia Sari, S.E., M.Com, Ph.D. dan
Meuthia, S.E., M.Sc.
Oleh :
Kelompok 2
1. Hafiz Budi Maulana 1910521005
2. Devy Ramadhani 1910521024
3. Sabrina Febriani 1910521025
4. Faturrahman 1910521031
PROGRAM STUDI S1 MANAJEMEN
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS ANDALAS
PADANG
2022
, DAFTAR ISI
BAB I ............................................................................................................................ 1
PENDAHULUAN........................................................................................................ 1
1.1 Latar Belakang .................................................................................................. 1
1.2 Rumusan Masalah............................................................................................. 4
1.3 Tujuan Penelitian .............................................................................................. 4
1.4 Manfaat Penelitian ............................................................................................ 4
BAB II .......................................................................................................................... 6
TINJAUAN LITERATUR ......................................................................................... 6
2.1 Landasan Teori ................................................................................................. 6
2.1.1 Perilaku Konsumen.................................................................................... 6
2.2 Social Media Marketing ................................................................................... 7
2.2.1 Indikator Social Media Marketing ........................................................... 8
2.3 Brand .................................................................................................................. 9
2.3.1 Brand Image ............................................................................................. 10
2.3.1.1 Indikator Brand Image......................................................................... 10
2.4 Product Quality ............................................................................................... 11
2.4.1 Indikator Product Quality ....................................................................... 12
2.5 Purchase Decision ........................................................................................... 13
2.5.1 Indikator Purchase Decision ................................................................... 13
2.6 Tinjauan Penelitian Terdahulu ...................................................................... 15
2.7 Pengembangan Hipotesis ................................................................................ 31
2.7.1 Pengaruh Social Media Marketing terhadap Purchase Decision ........ 31
2.7.2 Pengaruh Brand Image terhadap Purchase Decision ........................... 32
2.7.3 Pengaruh Product Quality terhadap Purchase Decision ...................... 32
2.8 Kerangka Konseptual ..................................................................................... 33
BAB III ....................................................................................................................... 35
METODE PENELITIAN ......................................................................................... 35
3.1 Disain Penelitian .............................................................................................. 35
3.2 Populasi dan Sampel ....................................................................................... 36
3.2.1 Populasi ..................................................................................................... 36
3.2.2 Sampel ....................................................................................................... 36
i
, 3.3 Teknik Pengambilan Sampel ......................................................................... 37
3.4 Sumber Data .................................................................................................... 37
3.5 Metode Pengumpulan Data ............................................................................ 38
3.6 Operasionalisasi Variabel Penelitian ............................................................ 38
3.7 Teknik Analisis Data ....................................................................................... 40
3.7.1 Uji Validitas .............................................................................................. 40
3.7.2 Uji Reliabilitas .......................................................................................... 40
3.7.3 Uji Hipotesis ............................................................................................. 41
3.7.3.1 Analisis Koefisien Determinasi (R2) .................................................... 41
3.7.3.2 Pengujian Parsial (Uji T) ...................................................................... 41
BAB IV ....................................................................................................................... 42
HASIL DAN PEMBAHASAN ................................................................................. 42
4.1 Gambaran Umum Penelitian ......................................................................... 42
4.2 Karakteristik Responden ............................................................................... 42
4.3 Analisis Data .................................................................................................... 43
4.3.1 Uji Validitas .............................................................................................. 43
4.3.2 Uji Reliabilitas .......................................................................................... 46
4.3.3 Uji Hipotesis .............................................................................................. 47
4.3.3.1 Uji Koefisien Determinasi (R2)............................................................. 47
4.3.3.2 Uji T ........................................................................................................ 48
BAB V......................................................................................................................... 50
PENUTUP .................................................................................................................. 50
5.1 Kesimpulan Penelitian .................................................................................... 50
5.2 Saran Penelitian .............................................................................................. 51
DAFTAR REFERENSI ............................................................................................ 52
LAMPIRAN ............................................................................................................... 57
ii
, BAB I
PENDAHULUAN
1.1 Latar Belakang
Industri fashion adalah bisnis global yang beroperasi di pasar dan sangat
kompetitif dengan didominasi oleh kehadiran merek global. Industri fashion di
Indonesia menurut Faried (2019) mengalami perkembangan yang sangat meningkat,
dimana pada tahun 2012 sebesar US$11,28 Miliar hingga US$16,24 Miliar pada tahun
2016. Perkembangan tersebut juga tidak terlepas dari keberadaan perancang busana
yang menentukan arah perkembangan busana melalui berbagai kegiatan dan acara
(Yustikasari & Komala, 2018). Selain itu, perkembangan ini banyak dipengaruhi oleh
keberadaan fashion internasional yang semakin diminati oleh masyarakat Indonesia.
Dengan masifnya perkembangan fashion dewasa ini, Menurut Kemenparekraf
(2021), Indonesia memiliki beberapa brand lokal yang mulai merambah ke kancah
Internasional. Beberapa brand tersebut diantaranya Erigo, Major Minor, Matoa,
Minimal dan NAH Project. Keberhasilan brand-brand lokal ini membuktikan bahwa
sektor ini bisa menjadi salah satu tulang punggung ekspor dalam industri fashion
Indonesia. Sebagai brand lokal yang sudah merambah dunia internasional, saat ini
Erigo sudah memiliki banyak outlet yang tersebar di seluruh Indonesia serta produknya
yang semakin dikenal oleh berbagai kalangan.
1
PENGARUH SOCIAL MEDIA MARKETING, BRAND IMAGE, DAN
PRODUCT QUALITY TERHADAP PURCHASE DECISION
PADA PRODUK ERIGO
Dosen Pengampu :
Dessy Kurnia Sari, S.E., M.Com, Ph.D. dan
Meuthia, S.E., M.Sc.
Oleh :
Kelompok 2
1. Hafiz Budi Maulana 1910521005
2. Devy Ramadhani 1910521024
3. Sabrina Febriani 1910521025
4. Faturrahman 1910521031
PROGRAM STUDI S1 MANAJEMEN
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS ANDALAS
PADANG
2022
, DAFTAR ISI
BAB I ............................................................................................................................ 1
PENDAHULUAN........................................................................................................ 1
1.1 Latar Belakang .................................................................................................. 1
1.2 Rumusan Masalah............................................................................................. 4
1.3 Tujuan Penelitian .............................................................................................. 4
1.4 Manfaat Penelitian ............................................................................................ 4
BAB II .......................................................................................................................... 6
TINJAUAN LITERATUR ......................................................................................... 6
2.1 Landasan Teori ................................................................................................. 6
2.1.1 Perilaku Konsumen.................................................................................... 6
2.2 Social Media Marketing ................................................................................... 7
2.2.1 Indikator Social Media Marketing ........................................................... 8
2.3 Brand .................................................................................................................. 9
2.3.1 Brand Image ............................................................................................. 10
2.3.1.1 Indikator Brand Image......................................................................... 10
2.4 Product Quality ............................................................................................... 11
2.4.1 Indikator Product Quality ....................................................................... 12
2.5 Purchase Decision ........................................................................................... 13
2.5.1 Indikator Purchase Decision ................................................................... 13
2.6 Tinjauan Penelitian Terdahulu ...................................................................... 15
2.7 Pengembangan Hipotesis ................................................................................ 31
2.7.1 Pengaruh Social Media Marketing terhadap Purchase Decision ........ 31
2.7.2 Pengaruh Brand Image terhadap Purchase Decision ........................... 32
2.7.3 Pengaruh Product Quality terhadap Purchase Decision ...................... 32
2.8 Kerangka Konseptual ..................................................................................... 33
BAB III ....................................................................................................................... 35
METODE PENELITIAN ......................................................................................... 35
3.1 Disain Penelitian .............................................................................................. 35
3.2 Populasi dan Sampel ....................................................................................... 36
3.2.1 Populasi ..................................................................................................... 36
3.2.2 Sampel ....................................................................................................... 36
i
, 3.3 Teknik Pengambilan Sampel ......................................................................... 37
3.4 Sumber Data .................................................................................................... 37
3.5 Metode Pengumpulan Data ............................................................................ 38
3.6 Operasionalisasi Variabel Penelitian ............................................................ 38
3.7 Teknik Analisis Data ....................................................................................... 40
3.7.1 Uji Validitas .............................................................................................. 40
3.7.2 Uji Reliabilitas .......................................................................................... 40
3.7.3 Uji Hipotesis ............................................................................................. 41
3.7.3.1 Analisis Koefisien Determinasi (R2) .................................................... 41
3.7.3.2 Pengujian Parsial (Uji T) ...................................................................... 41
BAB IV ....................................................................................................................... 42
HASIL DAN PEMBAHASAN ................................................................................. 42
4.1 Gambaran Umum Penelitian ......................................................................... 42
4.2 Karakteristik Responden ............................................................................... 42
4.3 Analisis Data .................................................................................................... 43
4.3.1 Uji Validitas .............................................................................................. 43
4.3.2 Uji Reliabilitas .......................................................................................... 46
4.3.3 Uji Hipotesis .............................................................................................. 47
4.3.3.1 Uji Koefisien Determinasi (R2)............................................................. 47
4.3.3.2 Uji T ........................................................................................................ 48
BAB V......................................................................................................................... 50
PENUTUP .................................................................................................................. 50
5.1 Kesimpulan Penelitian .................................................................................... 50
5.2 Saran Penelitian .............................................................................................. 51
DAFTAR REFERENSI ............................................................................................ 52
LAMPIRAN ............................................................................................................... 57
ii
, BAB I
PENDAHULUAN
1.1 Latar Belakang
Industri fashion adalah bisnis global yang beroperasi di pasar dan sangat
kompetitif dengan didominasi oleh kehadiran merek global. Industri fashion di
Indonesia menurut Faried (2019) mengalami perkembangan yang sangat meningkat,
dimana pada tahun 2012 sebesar US$11,28 Miliar hingga US$16,24 Miliar pada tahun
2016. Perkembangan tersebut juga tidak terlepas dari keberadaan perancang busana
yang menentukan arah perkembangan busana melalui berbagai kegiatan dan acara
(Yustikasari & Komala, 2018). Selain itu, perkembangan ini banyak dipengaruhi oleh
keberadaan fashion internasional yang semakin diminati oleh masyarakat Indonesia.
Dengan masifnya perkembangan fashion dewasa ini, Menurut Kemenparekraf
(2021), Indonesia memiliki beberapa brand lokal yang mulai merambah ke kancah
Internasional. Beberapa brand tersebut diantaranya Erigo, Major Minor, Matoa,
Minimal dan NAH Project. Keberhasilan brand-brand lokal ini membuktikan bahwa
sektor ini bisa menjadi salah satu tulang punggung ekspor dalam industri fashion
Indonesia. Sebagai brand lokal yang sudah merambah dunia internasional, saat ini
Erigo sudah memiliki banyak outlet yang tersebar di seluruh Indonesia serta produknya
yang semakin dikenal oleh berbagai kalangan.
1
