1.1 Background
Development
of the business world today has brought the business community to a very tight
competition to compete for consumers. Various approaches are taken to get
public sympathy either through improved infrastructure and the high
technology-enabled human resource development. Competition to provide the best to
the consumers has put consumers as decision makers. The increasing number of
similar companies that operate with a variety of products / services offered,
allows the community to make choices according to their needs.
Currently
the marketing success of a company is not only judged by how much consumers are
successfully obtained, but also how to retain the consumer. In marketing is
known that after consumers make purchasing decisions, there is a process called
post-purchase behavior based on the notion that satisfied and dissatisfied.
Sense of satisfied and dissatisfied consumers lies in the relationship between
consumer expectations with performance received from the product / service.
When the product / service does not meet consumer expectations, consumers are
not satisfied, so that in the future consumers will not re-purchase. And
conversely if a product / service exceeds customer expectations, consumers will
feel satisfied and will re-purchase.
Post-purchase
consumer behavior is essential for the company. For all companies, both of
which sell products and services, post-purchase consumer behavior, will
determine the interest of consumers to buy more products / services of the
company. There is a likelihood that consumers will not buy products / services
of the company again after feeling discrepancy quality product / service that
you get with the desire or what were described previously.
As
of this moment, the fashion world is very wide and become a part of everyday
human life. Expertise affects the fashion world in the makeup and lifestyle of
modern society's growing obey successive patterns into added value, especially
sneakers. One fashion that affect consumers, especially on Campus E Gunadarma
University student is using more and more of his sneakers as footwear is used
for traveling. And not infrequently the sneakers market businesses through
social networks because it is considered more effective and efficient. Shape
and color that diverse makes consumers are increasingly interested in using a rubber
shoe. Based on the function, shoes are items that are used as footwear. Alas to
protect the foot from direct interaction of the soil or the road that will be
in the stampede. Trend shoes every year, even every month is always changing
rapidly. As is the case with rubber shoes, rubber shoes are shoes that are very
trendy this year.
1.2 Problem
Formulation
Based
on the background mentioned above, the formulation of the problem in this paper
is:
1. What
factors are affecting consumers in the use of rubber boots?
2. Which
factors of which the most influential to the decision to use rubber boots?
1.3 Research
Objectives
In
accordance with the problems that have been mentioned above, the purpose of
this paper include:
1. To
determine the influence of factors affecting consumers in the decision to use
rubber boots.
2. To
determine the factors that most influence the decision to use rubber boots.
1.4 Benefits of
Research
The
benefits to be gained from this study are as follows:
a. Practical
benefits.
For
rubber shoe manufacturer, this research in the decision to manufacture products
tailored to customer needs.
b. Academic
Benefits
This
research is useful to assist authors in applying the knowledge learned during
the lecture. And research is also expected to provide inspiration for writers
who want to do similar research. Can be used as a complementary data sources or
references in conducting similar research on consumer behavior.
2.1
Definition of Consumer Behavior
Understanding consumer behavior is "Consumer behavior can
be defined as the behavior that customer display in searching for, purchasing,
using, evaluating, and disposing of products, services, and ideas they expect
they will satisfy needs".
2.2
Analysis of Consumer Behavior
Consumers aim to consume / use of a product is to maximize total satisfaction. (VincenGaspersz, 1996 p.116) basically refers to the concept that consumer behavior is related to:
Consumers aim to consume / use of a product is to maximize total satisfaction. (VincenGaspersz, 1996 p.116) basically refers to the concept that consumer behavior is related to:
1. Ownership
The
meaning of Ownership in this case is supported by the social power to take
control of something that is exclusively owned and used it for personal
purposes.
2. Use
Use
in consumer behavior is usually a function of the object itself.
3. Consumption
According to Albert C. Mayers sense consumption is the use of goods and services directly and the last to meet the needs of human life.
According to Albert C. Mayers sense consumption is the use of goods and services directly and the last to meet the needs of human life.
4.
The benefits of
the product.
Product benefits in terms of consumer behavior is based on the quality of the consumer so that it can be said that a seller has provided quality products or services if the seller meets or exceeds customer expectations.
Product benefits in terms of consumer behavior is based on the quality of the consumer so that it can be said that a seller has provided quality products or services if the seller meets or exceeds customer expectations.
2.3 Factors
influencing consumer perceptions and expectations
1. Social Factors
a. Group attitudes and behaviors are influenced by many small groups. Group where the people are who have direct influence called the group membership. Membership group comprised of two, includes the primary groups (family, friends, neighbors, and coworkers) and secondary groups are more formal and have a little routine interactions (religious groups, professional associations and trade unions). (Kotler, Bowen, Makens, 2003, pp. 203-204).
b. Family Influence.
Families provide a great influence in purchasing behavior. Market participants have examined the role and influence of the husband, wife, and child in the purchase of different products and services. Children, for example, gives a great influence in decisions involving the fast food restaurant. (Kotler, Bowen, Makens, 2003, p.204).
c. Roles and Status
Someone has some groups such as families, associations, organizations. A role consists of the activities that are expected to be done on a person in accordance with those around him. Each role brings a status reflecting the general award given by the society (Kotler, Armstrong, 2006, p.135).
a. Group attitudes and behaviors are influenced by many small groups. Group where the people are who have direct influence called the group membership. Membership group comprised of two, includes the primary groups (family, friends, neighbors, and coworkers) and secondary groups are more formal and have a little routine interactions (religious groups, professional associations and trade unions). (Kotler, Bowen, Makens, 2003, pp. 203-204).
b. Family Influence.
Families provide a great influence in purchasing behavior. Market participants have examined the role and influence of the husband, wife, and child in the purchase of different products and services. Children, for example, gives a great influence in decisions involving the fast food restaurant. (Kotler, Bowen, Makens, 2003, p.204).
c. Roles and Status
Someone has some groups such as families, associations, organizations. A role consists of the activities that are expected to be done on a person in accordance with those around him. Each role brings a status reflecting the general award given by the society (Kotler, Armstrong, 2006, p.135).
2. Personal Factors
a. Economic Situation
One's economic situation will affect product choice, for example, positioned rolex upscale consumers while TIMEX middle intended for consumers. Economic situation of someone really, really affect product selection and purchasing decision on a particular product (Kotler, Armstrong, 2006, p.137).
b. Lifestyle
Patterns are expressed in a person's life activity, interest, and opinion of the person. People who come from cultures, social classes, and the same job might have a different lifestyle (Kotler, Armstrong, 2006, p.138)
c. Personality and Self Concept
Personality is a unique characteristic of the psychology that leads to the stability and ongoing response to the environment itself, for example, people who are confident, dominant, likes socializing, autonomy, defensive, adaptable, aggressive (Kotler, Armstrong, 2006, p.140) . Each person has a complex picture of yourself, and the person's behavior tends to be consistent with the self-concept (Kotler, Bowen, Makens, 2003, p.212).
d. Age and Life Cycle Stage
People change the goods and services purchased over the life cycle. The taste of food, clothes, furniture, and recreation is often associated with age, bought also shaped by the family life cycle. Important factors associated with age is often overlooked by traders. This may be due to the large difference in age between the people who determine the marketing strategy and the people who buy your products or services. (Kotler, Bowen, Makens, 2003, pp.205-206)
e. Occupation
One's work affects the goods and services purchased. For example, construction workers often buy lunch from the catering that come to work. Business executives, bought lunch from a full service restaurant, while the office workers bring his lunch from home or buy from the nearest fast-food restaurant (Kotler, Bowen, Makens, 2003, p. 207).
a. Economic Situation
One's economic situation will affect product choice, for example, positioned rolex upscale consumers while TIMEX middle intended for consumers. Economic situation of someone really, really affect product selection and purchasing decision on a particular product (Kotler, Armstrong, 2006, p.137).
b. Lifestyle
Patterns are expressed in a person's life activity, interest, and opinion of the person. People who come from cultures, social classes, and the same job might have a different lifestyle (Kotler, Armstrong, 2006, p.138)
c. Personality and Self Concept
Personality is a unique characteristic of the psychology that leads to the stability and ongoing response to the environment itself, for example, people who are confident, dominant, likes socializing, autonomy, defensive, adaptable, aggressive (Kotler, Armstrong, 2006, p.140) . Each person has a complex picture of yourself, and the person's behavior tends to be consistent with the self-concept (Kotler, Bowen, Makens, 2003, p.212).
d. Age and Life Cycle Stage
People change the goods and services purchased over the life cycle. The taste of food, clothes, furniture, and recreation is often associated with age, bought also shaped by the family life cycle. Important factors associated with age is often overlooked by traders. This may be due to the large difference in age between the people who determine the marketing strategy and the people who buy your products or services. (Kotler, Bowen, Makens, 2003, pp.205-206)
e. Occupation
One's work affects the goods and services purchased. For example, construction workers often buy lunch from the catering that come to work. Business executives, bought lunch from a full service restaurant, while the office workers bring his lunch from home or buy from the nearest fast-food restaurant (Kotler, Bowen, Makens, 2003, p. 207).
3. Psychological Factors
a. Motivation
Urgent need to direct someone to seek satisfaction of needs. Based on Maslow's theory, a person driven by a need at a time. Human needs arranged according to a hierarchy, from most urgent to least urgent (psychological needs, safety, social, esteem, self-actualizing). When the most urgent need was satisfied, it needs to stop being a motivator, and that person will then try to satisfy the needs of the next most important (Kotler, Bowen, Makens, 2003, p.214).
b. Perception
Perception is the process by which a person choose, organize, and interpret information to form a meaningful picture of the world. People can form a variety of different perceptions of the same stimulus (Kotler, Bowen, Makens, 2003, p.215).
c. Learning
Learning is a process, which is always growing and changing as a result of new information received (may be obtained from reading, discussion, observation, thinking) or from actual experience, both received the latest information as well as personal experience acts as a feedback for the individual and provide basic for future behavior in similar situations (Schiffman, Kanuk, 2004, p.207).
d. Beliefs and Attitude
Beliefs are thoughts that someone believes something descriptive. Beliefs may be based on indigenous knowledge, opinions, and faith (Kotler, Armstrong, 2006, p.144). While attitudes are evaluations, feelings of like or dislike, and a relatively consistent tendency of a person to an object or idea (Kotler, Armstrong, 2006, p.145).
a. Motivation
Urgent need to direct someone to seek satisfaction of needs. Based on Maslow's theory, a person driven by a need at a time. Human needs arranged according to a hierarchy, from most urgent to least urgent (psychological needs, safety, social, esteem, self-actualizing). When the most urgent need was satisfied, it needs to stop being a motivator, and that person will then try to satisfy the needs of the next most important (Kotler, Bowen, Makens, 2003, p.214).
b. Perception
Perception is the process by which a person choose, organize, and interpret information to form a meaningful picture of the world. People can form a variety of different perceptions of the same stimulus (Kotler, Bowen, Makens, 2003, p.215).
c. Learning
Learning is a process, which is always growing and changing as a result of new information received (may be obtained from reading, discussion, observation, thinking) or from actual experience, both received the latest information as well as personal experience acts as a feedback for the individual and provide basic for future behavior in similar situations (Schiffman, Kanuk, 2004, p.207).
d. Beliefs and Attitude
Beliefs are thoughts that someone believes something descriptive. Beliefs may be based on indigenous knowledge, opinions, and faith (Kotler, Armstrong, 2006, p.144). While attitudes are evaluations, feelings of like or dislike, and a relatively consistent tendency of a person to an object or idea (Kotler, Armstrong, 2006, p.145).
4. Cultural Factors
Basic values, perceptions, desires, and behaviors that one has learned through family and other important institutions (Kotler, Armstrong, 2006, p.129). The most fundamental determinant of a person's desires and behavior. Culture, compromising basic values, perceptions, wants, and behaviors learned someone constantly in an environment. (Kotler, Bowen, Makens, 2003, pp.201-202).
a. Subculture
A group of people who share a common value system based on life experiences and circumstances, such as nationality, religion, and region (Kotler, Armstrong, 2006, p.130). Although consumers in different countries have some similarities, values, attitudes, and behavior often differ dramatically. (Kotler, Bowen, Makens, 2003, p.202).
b. Social Class
Grouping individuals based on shared values, interests, and behavior. Social groups are not only determined by one factor such as income, but also determined by occupation, education, wealth, and other (Kotler, Armstrong, 2006, p.132)
Basic values, perceptions, desires, and behaviors that one has learned through family and other important institutions (Kotler, Armstrong, 2006, p.129). The most fundamental determinant of a person's desires and behavior. Culture, compromising basic values, perceptions, wants, and behaviors learned someone constantly in an environment. (Kotler, Bowen, Makens, 2003, pp.201-202).
a. Subculture
A group of people who share a common value system based on life experiences and circumstances, such as nationality, religion, and region (Kotler, Armstrong, 2006, p.130). Although consumers in different countries have some similarities, values, attitudes, and behavior often differ dramatically. (Kotler, Bowen, Makens, 2003, p.202).
b. Social Class
Grouping individuals based on shared values, interests, and behavior. Social groups are not only determined by one factor such as income, but also determined by occupation, education, wealth, and other (Kotler, Armstrong, 2006, p.132)
RESULT
4.2.1
Likert Scale Rating Overall
Table
4:19 Likert Scale Overall Results
Category
|
SS
|
S
|
CS
|
TS
|
STS
|
Total
|
Weight
Value
|
5
|
4
|
3
|
2
|
1
|
|
Frequency
|
109
|
251
|
137
|
189
|
64
|
750
|
Percentage
|
14,53%
|
33,46%
|
18,26%
|
25,30%
|
8,54%
|
100%
|
Value
|
545
|
1004
|
411
|
378
|
64
|
2402
|
Sources: Questionnaire Results
Based on the results of the questionnaire obtained
results declared by 14.53% strongly agreed statement of overall consumer
behavior towards the decision to use rubber boots, 33.46% agree, 18.26% quite
agree, 25.30% disagreed, 8.54% strongly disagree.
4.2.2.
Validity and Reliability Test Results
To test the validity of the questionnaire in this
study, the authors used the help of SPSS software version 17.0 and later
compare the value of r in column Corrected Item Total Correlation statistics
item on the table with a table r. If the value of r in column corrected item
total correlation> r table the instruments or items considered valid
statement. R table value at 0.05 level of significance with the 2 test and the
amount of data (n) of 50 is equal to 0.279. Significance level used was 0.05 (a
= 5%) because of the level of trust or desired degree of truth is the author of
95% and an error rate of 5%, and also because the sample size in this study was
not large. Validity of the test results by using SPSS version 17.0 can be seen
in the following table:
Table
4.20
Test
Results Validitas Instrumen Scale Mean if Item Delete
Item-Total
Statistics
|
||||
Scale
Mean if Item Deleted
|
Scale
Variance if Item Deleted
|
Corrected
Item-Total Correlation
|
Cronbach's
Alpha if Item Deleted
|
|
KP1
|
39.06
|
98.017
|
.809
|
.895
|
KP2
|
39.52
|
106.500
|
.593
|
.903
|
KP3
|
39.60
|
103.551
|
.701
|
.900
|
S1
|
38.94
|
102.384
|
.632
|
.902
|
S2
|
38.42
|
107.514
|
.568
|
.904
|
S3
|
38.16
|
106.872
|
.589
|
.904
|
S4
|
39.14
|
102.449
|
.628
|
.902
|
P1
|
40.04
|
111.509
|
.474
|
.907
|
P2
|
38.64
|
103.296
|
.678
|
.900
|
P3
|
38.96
|
110.162
|
.384
|
.911
|
P4
|
39.06
|
107.486
|
.521
|
.906
|
M1
|
39.32
|
102.793
|
.724
|
.899
|
M2
|
39.86
|
107.470
|
.629
|
.903
|
M3
|
39.86
|
109.715
|
.538
|
.905
|
M4
|
38.86
|
104.898
|
.566
|
.905
|
Sources:
the results if the data using SPSS 17.0 (2012)
Of the results if the data above, it can be seen
that all instruments are valid because the value of r in column Corrected Item
Total Correlation greater than r table or greater than 0.279.
KP1 statement has Corrected item total correlation
value of 0.809, is greater than the value of r table, namely 0279, the
statement declared invalid KP1. Similarly, other statements have value
Corrected item total correlation greater than r table value, then the entire
statement is declared invalid. Once the data is valid, then the reliability
test is then performed with the following results:
Table
4.22
Test Results Reliabilitas
Reliability
Statistics
|
|
Cronbach's
Alpha
|
N
of Items
|
.909
|
15
|
Sources:
the results if the data using SPSS 17.0 (2012)
Reliability test
results can be seen in the output Reliability Statistics. Obtained Cronbach's
Alpha value of 0.909. Cronbach (1984) suggested limits for equipment that meets
the reliability requirement, which has a value of Alpha coefficients of between
0.5 to 0.95. Based on Cronbach's limitations, it can be concluded that the
measuring instrument in this study reliable.
4.2.3.
Linear Regression Test Results
Regression
testing is intended to determine the linear relationship between two or more
independent variables (social, personal, and marketing mix) with the dependent
variable (purchase decisions). In this study, multiple linear regression using
SPSS 17.0 shows the results of the calculation as follows:
Table
4.23
Test
Results Regresi
Coefficientsa
|
||||||
Model
|
Unstandardized
Coefficients
|
Standardized
Coefficients
|
t
|
Sig.
|
||
B
|
Std.
Error
|
Beta
|
||||
1
|
(Constant)
|
-.746
|
.275
|
-2.714
|
.009
|
|
Sosial
|
.288
|
.091
|
.284
|
3.175
|
.003
|
|
Pribadi
|
.411
|
.111
|
.330
|
3.704
|
.001
|
|
Marketing_Mix
|
.490
|
.099
|
.437
|
4.971
|
.000
|
|
a. Dependent
Variable: Y
|
||||||
Sources:
the results if the data using SPSS 17.0 (2012)
From
the above it can be obtained the following regression equation:
Y
= a + b1x1 + b3x3 + b2X2
0.288x1
Y = -0746 + + + 0.411x2 0.490x3
Description:
Y
= making use of rubber boots
a
= constant
b1,
b2, b3 = regression coefficient
x1
= Social
x2
= Personal
x3
= Marketing Mix
From
the equation above, it can be seen that:
1.
-0746 Valued constants; This means that if the variable social, personal and
marketing mix is 0, then the decision is the use of rubber boots value -0746.
2.
Social regression coefficient value 0288; This means that if the social
variables increased by 1, the decision use rubber boots to increase by 0288
assuming a fixed value independent of other variables.
3.
Private variable coefficient value 0411; This means that if the private
variable increased by 1 then making use of rubber boots to increase by 0411
assuming a fixed value independent of other variables.
4.
Marketing mix variable coefficient value 0.490; This means that if the
marketing mix variables increased by 1 then making use of rubber boots to
increase by 0490 assuming the other independent variables fixed value.
4.2.4.
Multiple Correlation Test Results (R)
Multiple
correlation analysis is used to determine the relationship of independent
variables, namely social, personal, and marketing mix, the dependent variable,
ie making use of rubber boots. From the results of calculations using SPSS
17.0, the results obtained are as follows:
Table
4.24
Test Results Korelasi Ganda
Model
Summaryb
|
||||
Model
|
R
|
R
Square
|
Adjusted
R Square
|
Std.
Error of the Estimate
|
1
|
.884a
|
.782
|
.768
|
.45116
|
a. Predictors:
(Constant), Marketing_Mix, Pribadi, Sosial
|
||||
b. Dependent
Variable: Y
|
||||
Sources:
the results if the data using SPSS 17.0 (2012)
Based
on the output above, the value of R and is positive for 0884. According
Sugiyono (2007), as quoted by Duwi Priyatno (2010; 65), provide guidelines for
interpretation of the correlation coefficient as follows: 0.00-0.199 is very
low, is low 0.20-0.399, 0.40-0.599 is moderate, 0.60-0.799 is strong , 0.80-1
is very strong. Because the value of multiple correlation is between 0.8-1 and
is positive, that is 0884, it can be concluded that there is a very strong
relationship between the direct and independent variables, namely social,
personal and marketing mix, the dependent variable, namely the use of decision
sneakers, meaning if the independent variable increases, the social, personal,
and increased marketing mix, then the dependent variable will increase, making
use of the sneakers will also increase.
From
the table above, also obtained the value of the Standard Error of the Estimate
is equal to 0.45116, this means the number of errors in making predictions is
the use of rubber boots at 0.45116
4.2.5
Determination
Test Results
Determination
analysis is used to determine the percentage contribution of the influence of
the independent variables, namely social, personal and marketing mix, the
dependent variable, ie making use of rubber boots. According to Santoso (2001),
as quoted by Duwi Priyatno (2010; 66), for regression with more than two
independent variables used Adjusted R ² as the coefficient of determination.
From the above output results, obtained figures adjusted R ² of 0.768. This
shows that the percentage contribution of the influence of the independent
variables, namely social, personal, and marketing mix, the dependent variable,
ie making use of rubber boots, was 0.768 or 76.8%. While the remaining 23.2%
are influenced or explained by other variables not included in this study.
4.2.6 Test Results F
This
test is used to determine whether the independent variables, namely social,
personal and marketing mix, are jointly significant effect on the dependent
variable, ie making use of rubber boots. F test results can be seen in the following
table:
Table
4.25
Test
Results F
ANOVAb
|
||||||
Model
|
Sum
of Squares
|
df
|
Mean
Square
|
F
|
Sig.
|
|
1
|
Regression
|
33.581
|
3
|
11.194
|
54.993
|
.000a
|
Residual
|
9.363
|
46
|
.204
|
|||
Total
|
42.944
|
49
|
||||
a.
Predictors: (Constant), Marketing_Mix, Pribadi, Sosial
|
||||||
b. Dependent
Variable: Y
|
||||||
Ho:
There is no influence of social variables, personal and marketing mix together
on the dependent variable, ie making use of rubber boots
Ha:
There is the influence of social variables, personal and marketing mix together
on the dependent variable, ie making use of rubber boots
From the results above output, obtained the Sig.
0.000 or <0 .05="" and="" be="" boots.="" can="" concluded="" dependent="" ho="" ie="" influence="" is="" it="" making="" marketing="" means="" mix="" of="" on="" personal="" rejected="" rubber="" social="" span="" that="" the="" there="" together="" use="" variable="" variables="">
4.2.7
T Test Results
This test is
used to determine whether the independent variables, namely social, personal
and marketing mix, partially (people) significantly affect the dependent
variable, ie making use of rubber boots. T-test results can be seen in the
following table:
Table
4.26
Test
Results t
Coefficientsa
|
||||||
Model
|
Unstandardized
Coefficients
|
Standardized
Coefficients
|
t
|
Sig.
|
||
B
|
Std.
Error
|
Beta
|
||||
1
|
(Constant)
|
-.746
|
.275
|
-2.714
|
.009
|
|
Sosial
|
.288
|
.091
|
.284
|
3.175
|
.003
|
|
Pribadi
|
.411
|
.111
|
.330
|
3.704
|
.001
|
|
Marketing_Mix
|
.490
|
.099
|
.437
|
4.971
|
.000
|
|
a. Dependent
Variable: Y
|
||||||
Sources: the results if the data using SPSS 17.0
(2012)
From the table above, we can see the results as
follows:
a. social variables
Social variables have the Sig. 0.003 or> 0.05,
this means that the relationship between social variables with variables
significant adoption decisions sneakers.
b. personal variables
Private variable has a value of Sig. 0.001 or>
0.05, this means the relationship between personal variables with variables
significant adoption decisions sneakers.
c. Variable
marketing mix marketing mix variable has a value of Sig. 0:00 or <0:05 a="" adoption="" between="" decisions="" marketing="" means="" mix="" name="_GoBack" of="" relationship="" significant="" sneakers.="" the="" this="" variables="">
5.1
Conclusion
Based onthe above results,
it can be concludedthat:
1. Social
factors, personalandmarketing
mixtogetherhavean influence on thedecision ofthe useof rubberboots.
2. Marketing
mixfactoris a factor thathasthe mostdominantinfluenceonthe decision over
thesneakers.
3.2 Advice
Based on theabove conclusion,
the author givessomesuggestionsasfollows:
1. Due
tosocialfactors, personalandmarketing
mixdecisionshave an impact onthe use ofrubber boots,
rubberbootsmanufacturersshouldfurther
improve thequalityanddobetter marketing,
both in terms ofprice,
product,
distribution,
andpromotionthatsneakerscan be
morewidely known.
2. Because
of themarketing mixis themostdominantfactorthatmanufacturersshouldbe able
tokeep theproduct life cyclecanlast a long timetocontinue to push
therubberfootwearproductsandalsoto introduceits products inthe market.
REFERENCES
http://forum.kompas.com/fashion-beauty/25872-sejarah-sepatu.html
Husein, putusan
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