Sikap dan Preferensi Konsumen dalam Pemilihan Raket Bulutangkis di Surabaya

Putra, Juniarto Nugroho (2017) Sikap dan Preferensi Konsumen dalam Pemilihan Raket Bulutangkis di Surabaya. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

[img]
Preview
Text
2813100016-Undergraduate_Theses.pdf - Published Version

Download (2MB) | Preview

Abstract

Perkembangan olahraga bulutangkis kian digemari dan menjadi lifestyle konsumen dalam bermain bulutangkis di kalangan masyarakat Indonesia. Dalam bermain bulutangkis, tentunya memiliki permasalahan dalam memilih raket yang cocok ketika digunakan bermain, misalnya pilihan konsumen dipengaruhi oleh berbagai merek raket dengan berbagai atribut yang dimilikinya. Penelitian ini bertujuan untuk menginvestigasi atribut-atribut raket, sikap, dan preferensi konsumen dalam pemilihan raket bulutangkis yang cocok. Desain penelitian yang digunakan adalah metode deskriptif, konklusif dengan pengambilan sampel multiple cross-sectional, dan teknik pengambilan sampel adalah judgmental sampling. Penyebaran kuesioner dilakukan secara offline dengan metode self-administered kepada 119 responden yang berusia 18 – 40 tahun di 3 universitas dan 3 komunitas bulutangkis di Surabaya. Analisis data dalam penelitian ini menggunakan analisis deskriptif, Cochran Q test, Chi Square (X2), multiatribut Fishbein, dan konjoin. Temuan utama dari penelitian ini adalah atribut weight merupakan atribut yang paling penting dan dipertimbangkan oleh konsumen dalam pemilihan raket pada analisis Cochran (Q) Test, Chi Square (X2), dan multi atribut Fishbein dengan model The Attitude Toward Object (Ao). Di sisi lain, pada analisis konjoin menemukan bahwa atribut price (harga) merupakan atribut yang paling penting dalam importance values. Selain itu, analisis konjoin mampu menunjukkan preferensi konsumen terhadap raket, yaitu responden lebih menyukai model raket dengan bobot berat, flexible, head heavy, grip besar, dan harga murah. Implikasi manajerial dari analisis uji Cochran (Q), Chi Square (X2), dan multi atribut Fishbein dapat diaplikasikan oleh produsen untuk meningkatkan penjualan raket dan mendesain ulang raket yang lebih modern sesuai dengan sikap dan preferensi konsumen. ============================================================================================ The development of badminton sport is increasingly popular and become a consumer lifestyle in playing badminton among the people of Indonesia. In playing badminton, certainly have problems in choosing a suitable racket when used to play, for example consumer choice was influenced by various brand racket with various attributes it has. The goal of this research is to investigate the racket’s attributes, the attitude, and also the consumer’s preferences in choosing the racket. The research design was used descriptive method, conclusive with multiple cross-sectional sampling and the sampling technique is judgmental sampling. The questionnaire was spreaded via offline using self-administered method, given to 119 respondents, 18-40 years old of age, from 3 universities and 3 badminton communities in Surabaya. The data analysis used in this research is descriptive analysis, Cochran Q test, Chi Square (X2), Fishbein multi attribute analysis, and conjoint. The founding of this research is weight attribute. It is the most important and considered attribute for the consumers in choosing the badminton racket in Cochran (Q) test analysis, Chi Square (X2), and multi attribute Fishbein with The Attitude Toward Object (Ao) model. On the other side, in conjoint analysis found that price attribute was the most important attribute with its importance values. Beside that, more specific in Conjoint analysis was able to show the consumer’s preference toward racket, that is like the model of the racket with heavy weight, flexible, head heavy, big grip, and low-prices. The managerial implications from Cochran (Q) test analysis, Chi Square (X2), and Fishbein multi attribute could be applied by the producer to increase racket sales and redesign modern rackets according to consumer attitudes and preferences.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Model sikap terhadap objek, Uji cochran (Q), Chi square (X2), Multiatribut fishbein, Analisis konjoin
Subjects: A General Works > AS Academies and learned societies (General)
A General Works > AS Academies and learned societies (General)

H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
Q Science > Q Science (General)
Divisions: Faculty of Business and Management Technology > Business Management
Depositing User: Juniarto Nugroho Putra
Date Deposited: 10 Oct 2017 04:08
Last Modified: 08 Mar 2019 03:21
URI: http://repository.its.ac.id/id/eprint/45294

Actions (login required)

View Item View Item