PENGARUH UTILITARIAN DAN HEDONIC MOTIVATORS OF SHOPPERS’ DECISION TERHADAP CONSULTATION WITH SALESPERSON PADA HARTONO ELEKTRONIKA DI SURABAYA

  • Christian Budianto Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: Utilitarian motivators, Hedonic motivators, Salesperson consultation, Buying behavior, Retailing

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh hedonic dan utilitarian motivators of shoppers decision terhadap consultation with salesperson pada Hartono Elektronika di Surabaya. Pengolahan data dilakukan dengan menggunakan Logistic Regression dan Simple Regression dengan software SPSS 18.0 for Windows. Pengujian hipotesis penelitian ini dengan melihat nilai signifikan (p-value) dari uji wald. Data diperoleh secara langsung dari responden yang memenuhi karakteristik populasi yang ditentukan dengan melakukan observasi dan menyebarkan kuesioner. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 64 responden. Hasil penelitian ini menunjukkan adanya pengaruh purchase uncertainty terhadap consultation with salesperson. Selanjutnya positive disposition toward salesperson meningkatkan consultation with salesperson. Selebihnya, pengaruh shopping enjoyment terhadap consultation with salesperson juga terbukti. Consultation with salesperson memiliki hubungan positif terhadap shopper’s buying behavior. Hubungan efficiency orientation dan consultation with salesperson berbentuk U-terbalik tidak signifikan dalam penelitian ini.

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Published
2015-09-01
Issue
Vol. 4 No. 2 (2016): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Maret)
Section
Bidang Manajemen (M)

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