PENGARUH CITRA MEREK, KUALITAS PELAYANAN, DAN

HARGA TERHADAP KEPUTUSAN PENGGUNAAN JASA

GO-JEK DI ITC BSD

SKRIPSI

PANJI NUGROHO 1410111038

PROGRAM STUDI MANAJEMEN PROGRAM SARJANA

FAKULTAS EKONOMI DAN BISNIS

UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA

2019

PENGARUH CITRA MEREK, KUALITAS PELAYANAN, DAN

HARGA TERHADAP KEPUTUSAN PENGGUNAAN JASA

GO-JEK DI ITC BSD

SKRIPSI

Diajukan Sebagai Salah Satu Syarat Untuk Memperoleh Gelar

Sarjana Manajemen

PANJI NUGROHO 1410111038

PROGRAM STUDI MANAJEMEN PROGRAM SARJANA

FAKULTAS EKONOMI DAN BISNIS

UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA

2019

iii

PERNYATAAN ORISINALITAS

iv

PERNYATAAN PERSETUJUAN PUBLIKASI

SKRIPSI UNTUK KEPENTINGAN AKADEMIS

v

SKRIPSI

vi

The Effect of Brand Image, Service Quality, and Price on the Decision of Using

Go-Jek Services at ITC BSD

By

Panji Nugroho

Abstract

This research is a quantitative research that aims to determine the effect of

brand image, service quality, and price on the decision to use Go-Jek services.

The population in this study were Go-Jek service users at ITC BSD. The sample

size was taken as many as 75 respondents, with non probability sampling method,

especially purposive sampling. Data collection is done through the distribution of

questionnaires. The analysis technique used is the method of PLS (Partial Least

Square) analysis with SmartPLS3.0 software. The results of this study indicate

that (1) Brand Image has no significant effect on purchasing decisions with a path

coefficient of 0.033. (2) Service Quality has a significant influence on purchasing

decisions with a path coefficient of 0.743. (3) Prices have a significant influence

on purchasing decisions with a path coefficient of 0.321. The highest contribution

is in the influence of service quality on purchasing decisions with a path

coefficient of 0.743.

Keywords : Brand Image, Service Quality, Prices, and Purchasing Decisions.

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Pengaruh Citra Merek, Kualitas Pelayanan, dan Harga Terhadap Keputusan

Penggunaan Jasa Go-Jek Di ITC BSD

Oleh

Panji Nugroho

Abstrak

Penelitiaan ini merupakan penelitian kuantitatif yang bertujuan untuk

mengetahui pengaruh citra merek, kualitas layanan, dan harga terhadap keputusan

penggunaan jasa Go-Jek. Populasi dalam penelitian ini adalah pengguna jasa Go-

Jek di ITC BSD. Ukuran sampel diambil sebanyak 75 orang responden, dengan

metode non probability sampling khususnya purposive sampling. Pengumpulan

data dilakukan melalui penyebaran kuisioner. Teknik analisis yang digunakan

adalah metode analisis PLS (Partial Least Square) dengan software SmartPLS3.0.

Hasil penelitian ini menunjukan bahwa (1) Citra Merek memiliki pengaruh tidak

signifikan terhadap keputusan pembelian dengan koefisien jalur sebesar 0.033. (2)

Kualitas Layanan memiliki pengaruh signifikan terhadap keputusan pembelian

dengan nilai koefisien jalur sebesar 0.743. (3) Harga memiliki pengaruh signifikan

terhadap keputusan pembelian dengan nilai koefisien jalur sebesar 0.321.

Kontribusi tertinggi ada pada pengaruh kualitas layanan terhadap keputusan

pembelian dengan nilai koefisien jalur sebesar 0.743.

Kata Kunci : Citra Merek, Kualitas Layanan, Harga, dan Keputusan Pembelian.

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BERITA ACARA

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PRAKATA

Puji syukur peneliti panjatkan kepada Allah SWT atas segala rahmat serta

karunia-Nya sehingga skripsi ini berhasil diselesaikan. Penelitian ini dilaksanakan

sejak bulan Agustus sampai dengan Desember 2018 dengan Judul “Pengaruh

Citra Merek, Kualitas Pelayanan, Dan Harga Terhadap Keputusan

Penggunaan Jasa Go-Jek Di ITC BSD”. Pada kesempatan kali ini penulis

menyampaikan terima kasih kepada Bapak Dr. Prasetyo Hadi, S.E., M.M. CFMP.

selaku Dekan Fakultas Ekonomi dan Bisnis UPN “Veteran” Jakarta, Bapak

Wahyudi, S.E., M.M. selaku Ketua Program Studi Manajemen Program Sarjana.

Ibu Dr. Alfatih S. Manggabarani, S.E., M.Si dan Ibu Dra. Pusporini, M.M selaku

dosen pembimbing yang telah banyak memberikan arahan dan saran-saran yang

sangat bermanfaat, serta ucapan terimakasih penulis sampaikan kepada seluruh

Dosen, Staff Admin Fakultas Ekonomi dan Bisnis yang telah memberikan

bimbingan maupun arahan selama penelitian berjalan.

Di samping itu, ucapan terima kasih juga disampaikan kepada kedua

orangtua serta seluruh keluarga yang tiada hentinya memberikan peneliti

semangat dan selalu mendoakan yang terbaik, agar skripsi ini berhasil

diselesaikan. Ucapan terima kasih juga peneliti sampaikan kepada Cattleya.D,

Angga.M, Ricky.O, Srilestari, Aurel, Jafisman, Icha, Nada, A. Ridwan,

Fanindra.A, Erfan.A, Bayu.S, SARJEM, Kedox Army yang telah memberikan

semangat dan dukungan untuk menyelesaikan skripsi ini, teman-teman

seperjuangan serta seluruh temen-teman S1 Manajemen 2014 yang peneliti tidak

dapat sebutkan satu persatu tanpa mengurangi rasa hormat peneliti.

Kritik dan saran peneliti harapkan dan semoga skripsi ini bermanfaat.

Jakarta, 07 Januari 2019

Panji Nugroho

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DAFTAR ISI

HALAMAN SAMPUL .......................................................................................... i

HALAMAN JUDUL ............................................................................................. ii

PERNYATAAN ORISINALITAS ...................................................................... iii

PERNYATAAN PERSETUJUAN PUBLIKASI ............................................... iv

PENGESAHAN ..................................................................................................... v

ABSTRACT ........................................................................................................... vi

ABSTRAK ........................................................................................................... vii

BERITA ACARA ............................................................................................... viii

PRAKATA ............................................................................................................ ix

DAFTAR ISI .......................................................................................................... x

DAFTAR TABEL ............................................................................................... xii

DAFTAR GAMBAR .......................................................................................... xiii

DAFTAR LAMPIRAN ...................................................................................... xiv

BAB I PENDAHULUAN ............................................................................... 1 1.1 Latar Belakang ............................................................................................... 1 1.2 Perumusan Masalah ........................................................................................ 6 1.3 Tujuan Penelitian ............................................................................................ 6 1.4 Manfaat Penelitian .......................................................................................... 7

BAB II TINJAUAN PUSTAKA ..................................................................... 8 2.1 Tinjauan Pustaka ............................................................................................ 8

2.1.1 Keputusan Pembelian ..................................................................................... 8

2.1.2 Citra merek dan Keputusan Pembelian ........................................................ 11

2.1.3 Kualitas Layanan dan Keputusan Pembelian ............................................... 14

2.1.4 Harga dan Keputusan Pembelian .................................................................. 16

2.2 Kerangka Pemikiran ..................................................................................... 18 2.3 Hipotesis ....................................................................................................... 19

BAB III METODE PENELITIAN ................................................................ 22 3.1 Definisi Operasional dan Pengukuran Variabel ........................................... 22

3.1.1 Definisi Operasional ..................................................................................... 22

3.1.2 Pengukuran Variabel .................................................................................... 23

3.2 Populasi dan Pengambilan Sampel ............................................................... 23

3.2.1 Populasi ........................................................................................................ 23

3.2.2 Sampel .......................................................................................................... 24

3.3 Teknik Pengumpulan Data ........................................................................... 24

3.3.1 Jenis Data ..................................................................................................... 24

3.3.2 Sumber Data ................................................................................................. 25

3.3.3 Pengumpulan Data ....................................................................................... 25

3.4 Analisa Data ................................................................................................. 26

3.4.1 Teknik Analisis Data .................................................................................... 26

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3.4.1.1 Teknik Analisa Deskriptif ............................................................................ 26

3.4.1.2 Partial Least Square ..................................................................................... 28

3.4.1.3 Cara Kerja Partial Least Square (PLS) ........................................................ 28

3.4.1.4 Langkah-Langkah Partial Least Square (PLS) ............................................ 28

3.4.2 Uji Validitas dan Reliabilitas ........................................................................ 29

3.4.3 Uji Hipotesis ................................................................................................. 30

3.4.3.1 Uji t (Uji Signifikan Parameter Individual) .................................................. 30

3.4.3.2 Koefisien Determinasi (Uji R2) .................................................................... 31

3.5 Kerangka Model Penelitian .......................................................................... 31

BAB IV HASIL DAN PEMBAHASAN ........................................................ 33 4.1 Deskripsi Obyek Penelitian .......................................................................... 33

4.1.1 Sejarah Gojek Indonesia ............................................................................... 33

4.1.2 Visi dan Misi Perusahaan PT. Go-Jek Indonesia ......................................... 36

4.2 Deskripsi Data .............................................................................................. 37

4.2.1 Deskripsi Data Responden ........................................................................... 37

4.2.1.2 Analisis Deskriptif ........................................................................................ 38

4.3 Uji Hipotesis dan Analisis ............................................................................ 43

4.3.1 Model Pengukuran (Outer Model) ............................................................... 43

4.3.1.1 Uji Validitas Konvergen ............................................................................... 47

4.3.1.2 Uji Validitas Diskriminan............................................................................. 48

4.3.2 Model Struktural (Inner Model) ................................................................... 49

4.3.2.1 R-Square ....................................................................................................... 50

4.3.2.2 Q-Square ....................................................................................................... 50

4.3.2.3 Uji Hipotesis ................................................................................................. 51

4.3.2.4 Uji t-Statistik ................................................................................................ 51

4.4 Pembahasan .................................................................................................. 54

4.4.1 Pengaruh Citra Merek Terhadap Keputusan Pembelian ............................... 54

4.4.2 Pengaruh Kualitas Layanan Terhadap Keputusan Pembelian ...................... 55

4.4.3 Pengaruh Harga Terhadap Keputusan Pembelian ........................................ 56

BAB V SIMPULAN DAN SARAN .............................................................. 57 5.1 Simpulan ....................................................................................................... 57 5.2 Keterbatasan Penelitian ................................................................................ 57 5.3 Saran ............................................................................................................. 58

DAFTAR PUSTAKA .......................................................................................... 60

RIWAYAT HIDUP

LAMPIRAN

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DAFTAR TABEL

Tabel 1. Penggunaan Jumlah Kendaraan Bermotor Di Indonesia Menurut Jenisnya

Tahun 2012-2016 ........................................................................................... 1

Tabel 2. Top Brand Index Jasa Transportasi Online tahun 2018 ................................. 4

Tabel 3. Pengukuran Variabel .................................................................................... 23

Tabel 4. Bobot Penilaian Berdasarkan Skala Likert ................................................... 25

Tabel 5. Kisi-Kisi Instrumen ...................................................................................... 26

Tabel 6. Peringkat Jawaban Responden .................................................................... 27

Tabel 7. Interpretasi Nilai Presentase Responden ...................................................... 27

Tabel 8. Tingkat Reliabilitas Berdasarkan Nilai Alpha .............................................. 30

Tabel 9. Data Responden ............................................................................................ 37

Tabel 10. Frekuensi Usia .............................................................................................. 38

Tabel 11. Pekerjaan/Status ........................................................................................... 38

Tabel 12. Hasil Tanggapan Responden Terhadap Variabel Keputusan Pembelian ..... 39

Tabel 13. Hasil Tanggapan Responden Terhadap Variabel Citra Merek ..................... 40

Tabel 14. Frekuensi Jawaban Responden Variabel Kualitas Layanan ......................... 41

Tabel 15. Frekuensi Jawaban Responden Variabel Harga ........................................... 42

Tabel 16. Outer Loading Factor Hasil Output PLS ...................................................... 47

Tabel 17. Fornell-Lacker Criterium.............................................................................. 48

Tabel 18. Average Variance Exracted (AVE) Output Hasil PLS ................................. 48

Tabel 19. Composite Reliability Hasil Output PLS ..................................................... 49

Tabel 20. Cronbach’s Alpha Hasil Output PLS ........................................................... 49

Tabel 21. Nilai R Square Hasil Output PLS ................................................................. 50

Tabel 22. Hasil Nilai Koefisien Analisis Jalur ............................................................. 51

Tabel 23. Hasil Uji t-Statistik ....................................................................................... 52

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DAFTAR GAMBAR

Gambar 1. Model Proses Keputusan Pembelian Lima Tahap................................ 8

Gambar 2. Model Perilaku Konsumen ................................................................. 10

Gambar 3. Kerangka Pemikiran ........................................................................... 19

Gambar 4. Langkah-Langkah Analisis PLS......................................................... 29

Gambar 5. Kerangka Model Penelitian ................................................................ 32

Gambar 6. Nilai Loading Faktor Menggunakan Diagram Jalur PLS .................. 44

Gambar 7. Gambar Outer Model Setelah Re-estimasi ......................................... 46

Gambar 8. Inner Model ........................................................................................ 53

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DAFTAR LAMPIRAN

Lampiran 1. Penelitian Sebelumnya

Lampiran 2. Matriks Penelitian Sebelumnya

Lampiran 3. Kuesioner Penelitian

Lampiran 4. Hasil Deskripsi Data Responden

Lampiran 5. Data Kuesioner 75 Responden

Lampiran 6. Hasil Analisa Deskriptif

Lampiran 7. Kerangka Model PLS

Lampiran 8. Hasil Output Outer Model PLS

Lampiran 9. Hasil Re-estimasi Output Outer Model PLS

Lampiran 10. Hasil Output Inner Model PLS

Lampiran 11. Hasil Output Model PLS

Lampiran 12. R Tabel dan T Tabel

Lampiran 13. Surat Riset