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Pengaruh Utilitarian Benefit Dan Hedonic Benefit Terhadap Brand Loyalty Melalui Brand Experience Dan Satisfaction

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Pengaruh Utilitarian Benefit Dan Hedonic Benefit Terhadap Brand Loyalty Melalui Brand Experience Dan Satisfaction PENGARUH UTILITARIAN BENEFIT DAN HEDONIC BENEFIT TERHADAP BRAND LOYALTY MELALUI BRAND EXPERIENCE DAN SATISFACTION : (SUATU TELAAH TERHADAP PRODUK IPAD DI JAKARTA) Oleh: Machreza Ibrahim Siregar 200911042 SKRIPSI Diajukan Untuk Melengkapi Sebagian Syarat Guna Mencapai Gelar Sarjana Ekonomi Program Studi Manajemen SEKOLAH TINGGI ILMU EKONOMI INDONESIA BANKING SCHOOL JAKARTA 2013 Pengaruh Utilitarian..., Machreza Ibrahim Siregar, Ma.-Ibs, 2013 Pengaruh Utilitarian..., Machreza Ibrahim Siregar, Ma.-Ibs, 2013 PENGARUH UTILITARIAN BENEFIT DAN HEDONIC BENEFIT TERHADAP BRAND LOYALTY MELALUI BRAND EXPERIENCE DAN SATISFACTION : (SUATU TELAAH TERHADAP PRODUK IPAD DI JAKARTA) Oleh: Machreza Ibrahim Siregar 200911042 Diterima dan disetujui untuk diajukan dalam ujian komprehensif Jakarta, 26 September 2013 Dosen Pembimbing Whony Rofianto, ST., Msi. i Pengaruh Utilitarian..., Machreza Ibrahim Siregar, Ma.-Ibs, 2013 LEMBAR PERSETUJUAN UJI KOMPREHENSIF Nama : Machreza Ibrahim Siregar NIM : 200911042 Judul Skripsi : Pengaruh utilitarian benefit dan hedonic benefit terhadap brand loyalty melalui brand experience dan satisfaction : (suatu telaah terhadap produk iPad di Jakarta) Tanggal Ujian Komprehensif : Nama Penguji : Ketua : Paulina Harun.Dr.,SE.,M.Si Anggota : Whony Rofianto.ST., M.Si : Fajar Hertingkir.S.Sos,MM Dengan ini menyatakan bahwa mahasiswa yang dimaksud di atas telah mengikuti ujian komprehensif pada: Hari/Tanggal : 26 September 2013 Dengan Hasil : B+ Ketua Penguji, Paulina Harun.Dr.,SE.,M.Si Anggota 1, Anggota 2, Whony Rofiant.ST.,M.Si Fajar Hertingkir.S.Sos,MM ii Pengaruh Utilitarian..., Machreza Ibrahim Siregar, Ma.-Ibs, 2013 LEMBAR PENGESAHAN SKRIPSI Nama : Machreza Ibrahim Siregar NIM : 200911042 Jurusan : Manajemen Konsentrasi : Pemasaran Judul Penelitian : Pengaruh utilitarian benefit dan hedonic benefit terhadap brand loyalty melalui brand experience dan satisfaction : (suatu telaah terhadap produk iPad di Jakarta) Pembimbing Skripsi, Whony Rofianto.ST.,M.Si Tanggal Lulus: 26 September 2013 Mengetahui, Ketua Panitia Ujian Ketua Jurusan Manajemen Paulina Harun.Dr.,SE.,M.Si Ari Sunardi.SE., AK.,M.Si iii Pengaruh Utilitarian..., Machreza Ibrahim Siregar, Ma.-Ibs, 2013 LEMBAR PERNYATAAN KARYA SENDIRI Saya yang bertanda tangan dibawah ini : Nama : Machreza Ibrahim Siregar NIM : 200911042 Juruasan : Manajemen Konsentrasi : Pemasaran Dengan ini menyatakan bahwa hasil penulisan skripsi yang telah saya buat ini merupakan hasil karya sendiri dan benar keasliannya. Apabila ternyata dikemudian hari penulisan skripsi ini merupakan hasil plagiat atau penjiplakan terhadap karya orang lain, maka saya bersedia untuk mempertanggungjawabkan sekaligus bersedia menerima sanksi berdasarkan peraturan yang telah ditetapkan oleh STIE Indonesia Banking School. Demikian pernyataan ini saya buat dalam keadaan sadar. Penulis, Machreza Ibrahim Siregar iv Pengaruh Utilitarian..., Machreza Ibrahim Siregar, Ma.-Ibs, 2013 KATA PENGANTAR Puji syukur atas kehadirat Allah SWT atas berkat dan rahmat-Nya sehingga penulis dapat menyelesaikan dengan baik skripsi yang menjadi salah satu syarat untuk mencapai gelar sarjana ekonomi . Adapun penulisan skripsi dengan judul Pengaruh utilitarian benefit dan hedonic benefit terhadap brand loyalty melalui brand experience dan satisfaction : (suatu telaah terhadap produk iPad di Jakarta) Penulis menyadari dalam penulisan skripsi ini banyak sekali hambatan dan kesulitan yang dihadapi, akan tetapi deangn doa serta dukungan dari berbagai pihak maka skripsi ini dapat diselesaikan dengan baik. Oleh karena itu, penulis ingin mengucapkan terima kasih yang sebesar-besarnya kepada semua pihak yang telah membantu baik secara langsung maupun tidak langsung. Adapun pihak-pihak yangdimaksud tersebuut adalah : 1. Allah SWT yang selalu memberikan rahmat-Nya berupa kelancaran, kesehatan serta keridhaan-Nya kepada penulis sehingga skripsi ini dapat terselesaikan dengan baik. 2. Kedua orang tua (Samsul Bahri Siregar dan Lena Puspa Nasution) dan kakak adik tercinta (Ulfha Chaira Luvita dan Abdurahman Harits Siregar), serta seluruh saudara yang telah memberikan dukungan yang besar sehinggga penulis dapat menyelesaikan skripsi dengan baik. 3. Bapak Whony Rofianto.ST.,M.Si selaku pembimbing skripsi yang telah banyak membantu dan bersedia meluangkan waktu, tenaga dan fikiran untuk membimbing penulis dalam menyelesaikan skripsi ini. 4. Ibu Dr. Subarjo Joyosumarto selaku Ketua Pimpinan STIE Indonesia Banking School. 5. Bapak Ari Sunardi SE.,Ak.,M.Si selaku Ketua Jurusan Manajemen STIE Indonesia Banking School. v Pengaruh Utilitarian..., Machreza Ibrahim Siregar, Ma.-Ibs, 2013 6. Ibu Paulina Harun.Dr.,SE.,M.Si dan Fajar Hertingkir.S.Sos,MM yang bersedia meluangkan waktu dalam membantu menyelesaikan penulisan skripsi dengan baik. 7. Seluruh staf pengajar STIE Indonesia Banking School yang telah memberikan ilmu pengetahuan dan wawasan kepada penulis. 8. Seluruh staf administrasi STIE Indonesia Banking School yang telah membantu penulis sehingga dapat mengikuti dan menyelesaikan perkuliahan dengan baik. 9. Sahabat-sahabat saya di STIE Indonesia Banking School yang selalu memberikan dukungan dari mulai duduk dibangku kuliah hingga menyeleaikan skripsi. 10. Sahabat-sahabat seperjuangan selama menyelesaikan skripsi dan membantu berbagi ilmu bersama sehingga dapat menyelesaikan skripsi dengan baik (Banyu, Haezah, Geliana). 11. Sahabat-sahabat saya diluar STIE Indonesia Banking School yang selalu memberikan dukungan dalam mengerjakan skripsi hingga selesai. Penulis menyadari sepenuhnya bahwa skripsi ini masih jauh dari kata sempurna, oleh karena itu penulis mengharapkan saran dan kritik yang membangun demi perbaikan skripsi dikemudian hari. Semoga skripsi ini dapat bermanfaat bagi para pembaca dimasa sekarang maupun dimasa yang akan datang. Jakarta, Agustus 2013 Machreza Ibrahim Siregar vi Pengaruh Utilitarian..., Machreza Ibrahim Siregar, Ma.-Ibs, 2013 ABSTRACT A person motivation to purchase a product has always been the basic study of marketing theory. As a tool to help a business grow, Marketing always set its focus on customers, for they are the one keeping the business alive. This research is also a mean to help business understands their customers. It divides the customer motivation of purchasing a product into two main benefits: utilitarian and hedonic. But instead of finding out the relationship of two benefits aforementioned toward purchasing decision, this research tried to figure out the relation between utilitarian and hedonic benefit toward brand loyalty through brand experience and satisfaction. This research also focusing on customers resided in Jakarta. This research is categorized as a survey research descriptive analysis method by taking samples from a population and using questionnaire as its main tools. The population in this research is all tablet user in Jakarta. The respondents were chosen using the purposive sampling techniques. The results of analysis using Structural Equation Modelling (SEM) model are: Perceived ease of use has no significant influence towards Brand experience. Perceived usefulness has significant influence towards Brand experience. Perceived entertainment has no significant influence towards Brand experience. Perceived aesthetics has significant influence towards Brand experience. Brand experience has significant influence towards Satisfaction. Satisfaction has significant influence towards Brand Loyalty. Brand experience has significant influence towards Brand loyalty. Perceived ease of use has no significant influence towards Brand loyalty. Perceived usefulness has no significant influence towards Brand loyalty. Perceived entertainment has no significant influence towards Brand loyalty. Perceived aesthetics has significant inflluence towards Brand loyalty. Keywords : utilitarian benefit, hedonic benefit, brand experience, satisfaction and brand loyalty vii Pengaruh Utilitarian..., Machreza Ibrahim Siregar, Ma.-Ibs, 2013 DAFTAR ISI HALAMAN JUDUL LEMBAR PERSETUJUAN DOSEN PEMBIMBING ............................................... i LEMBAR PERSETUJUAN UJI KOMPREHENSIF ................................................ ii LEMBAR PENGESAHAN SKRIPSI ...................................................................... iii LEMBAR PERNYATAAN KARYA SENDIRI ...................................................... iv KATA PENGANTAR .............................................................................................. v ABSTRACT ........................................................................................................... vii DAFTAR ISI ......................................................................................................... viii DAFTAR TABEL ................................................................................................. xiv DAFTAR GAMBAR.............................................................................................. xv DAFTAR LAMPIRAN ......................................................................................... xvi BAB I PENDAHULUAN 1.1 Latar Belakang Permasalahan ......................................................................... 1 1.2 Ruang Lingkup Permasalahan ......................................................................... 6 1.3 Perumusan Masalah ...................................................................................... 10 1.4 Tujuan Penelitian .......................................................................................... 11 1.5 Manfaat Penelitian .......................................................................................
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