Riandar, Ahmad Azriel Riandar (2026) Analisis Perilaku Konsumen Untuk Penyusunan Strategi Pemilihan Toko Ritel Fashion di Surabaya: Studi Pada UMKM Portrayal Of Vibe (POV). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Industri ritel fashion di Indonesia terus berkembang pesat seiring meningkatnya kesadaran konsumen terhadap gaya hidup dan identitas sosial, namun tingginya tingkat persaingan menuntut pelaku usaha untuk memahami perilaku konsumen secara mendalam agar mampu merumuskan strategi yang tepat. Portrayal of Vibe (POV), sebagai usaha mikro kecil dan menengah (UMKM) di bidang slow fashion, menghadapi tantangan dalam memperluas pasar karena masih bergantung pada kanal online. Penelitian ini bertujuan untuk menganalisis perilaku konsumen dalam memilih toko ritel fashion di Surabaya dengan menggunakan kerangka Theory of Planned Behavior (TPB) yang mencakup variabel sikap, norma subjektif, dan persepsi kontrol perilaku, serta memanfaatkan konsep retail mix (6P) sebagai dasar perumusan strategi kanal fisik bagi POV. Penelitian ini menggunakan pendekatan kuantitatif (quantitive analysis) melalui penyebaran kuesioner kepada konsumen ritel fashion di Surabaya dan data yang terkumpul sebanyak 180 responden. Data tersebut lalu diolah menggunakan Structural Equation Modeling (SEM) berbasis
Covariance-Based SEM (CB-SEM). Hasil penelitian menunjukkan bahwa faktor yang paling memengaruhi niat dan perilaku pembelian adalah attitude dan perceived behavioral control (PBC), sementara norma subjektif tidak terbukti berpengaruh secara signifikan terhadap niat berbelanja konsumen. Atribut attitude yang memiliki kontribusi yang paling besar secara berturut-turut adalah value for money, product range, advertisement & displays, ease of trip chains, staff
friendliness, staff knowledge, store decor, store aroma, dan size & atmosphere. Sedangkan atribut PBC yang memiliki kontribusi terbesar secara berturut-turut adalah financial condition, health, dan shopping together.
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The rapid growth of Indonesia’s fashion retail industry highlights the need for businesses to deeply understand consumer behavior amid intense market competition. Portrayal of Vibe (POV), a slow-fashion MSME, struggles with market expansion due to its over-reliance on online channels. This study analyzes consumer store selection behavior in Surabaya by integrating the Theory of Planned Behavior (TPB)—covering attitude, subjective norm, and perceived behavioral control (PBC)—with the 6P retail mix framework to formulate an effective physical retail strategy for POV. Using a quantitative approach, survey data were gathered from 180 fashion retail consumers in Surabaya and analyzed via Covariance-Based Structural Equation Modeling (CB-SEM). The findings reveal that attitude and PBC significantly drive consumers' shopping intentions and purchasing behavior, whereas subjective norms have no significant impact. Key attitude contributors include value for money, product range, advertising/displays, trip-chaining ease, staff friendliness, staff knowledge, store decor, store aroma, and overall atmosphere. Key PBC drivers are financial status, health, and social shopping preferences.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Niat Berbelanja, Perilaku Konsumen, Retail Mix, Ritel Fashion, Theory of Planned Behavior |
| Subjects: | H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Ahmad Azriel Riandar |
| Date Deposited: | 24 Jul 2026 06:15 |
| Last Modified: | 24 Jul 2026 06:15 |
| URI: | http://repository.its.ac.id/id/eprint/137104 |
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