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Pengaruh Status Consumption Terhadap Clothing Price Sensitivity


Oleh : Pritta Andriyani

Info Katalog

Nomor Panggil :

Subyek : Price Control (economics)

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2011

Pembimbing 1 : Arwini Sumardi

Pembimbing 2 :

Kata Kunci : consumption, clothing price Sensitivity, brand loyalty, innovativeness, involvement


File Repositori
No. Nama File Ukuran Status
1. 2011_TA_MJ_022070329_7.pdf 1182.98 (KB)
2. 2011_TA_MJ_022070329_6.pdf 465.01 (KB)
3. 2011_TA_MJ_022070329_5.pdf 892.16 (KB)
4. 2011_TA_MJ_022070329_4.pdf 659.33 (KB)
5. 2011_TA_MJ_022070329_3.pdf 702.92 (KB)
6. 2011_TA_MJ_022070329_2.pdf 379.6 (KB)
7. 2011_TA_MJ_022070329_1.pdf 490.43 (KB)

A Analisis mengenai status consumption dan clothing price sensitivity dari pelanggan sangat penting dalam menunjang penjualan produk dan dampaknya terhadap profit. Penelitian ini bertujuan untuk menganalisis pengaruh status consumption terhadap clothing price sensitivity pada penjualan pakaian yang dimediasi oleh variabel lainnya yang berperan penting, yaitu brand loyalty, innovativeness, dan involvement. Penelitian dilakukan dengan menggunakan pakaian sebagai objek penelitian dan mengambil 150 sampel dari mahasiswa Fakultas Ekonomi Universitas Trisakti dengan menggunakan metode non probability sampling dengan teknik convenience sampling. Penelitian ini menggunakan alat analisis Structural Equation Model (SEM). Berdasarkan pengujian, status consumption memiliki pengaruh yang signifikan dengan involvement, brand loyaty, dan innovativeness. Involvement juga memiliki pengaruh yang signifikan terhadap price sensitivity dan innovativeness. Pengaruh innovativeness terhadap brand loyalty juga signifikan. Namun, pengaruh tidak signifikan didapatkan pada variabel brand loyalty terhadap price sensitivity dan pengaruh innovativeness terhadap price sensitivity. Hasil secara keseluruhan menunjukkan bahwa status consumption memiliki pengaruh negatif yang signifikan terhadap price sensitivity yang dimediasi oleh variabel brand loyalty, innovativeness dan involvement.

A Analysis about status consumption and price sensitivity of consumers is really important in order to support sales of some product and its impact to profitability. This study aims to analyze the influence of status consumption on price sensitivity of fashion clothing which mediated by other variable that played an important role in this relationship, such as: brand loyalty, innovativeness, and involvement. This study used clothing as object of study and got 150 samples from students of Economic Faculty, Trisakti University by used convenience sampling technique of non probability sampling. Model analysis of the data used is Structural Equation Model (SEM). Based on the results of this research, status consumption is significantly related with involvement, brand loyalty, and innovativeness. Involvement also has significantly influence on price sensitivity. But, in other hand there is no significant influence of brand loyalty on price sensitivity, nor influence of innovativeness on price sensitivity. Overall, results showed that status consumption has significant negative influence on price sensitivity mediated by brand loyalty, innovativeness, and involvement.

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