ABSTRAK

PENGARUH PERSEPSI KUALITAS TERHADAP SIKAP PADA PERLUASAN MEREK DENGAN PERSEPSI KESESUAIAN SEBAGAI VARIABEL MODERATOR (STUDI PADA PENGUNJUNG MATAHARI DEPARTMENT STORE TUNJUNGAN PLAZA DI SURABAYA)

Nama                    : Atria Irianti Citra Bahari

NIM                       : 12080574283

Jurusan                 : Manajemen

Fakultas               : Ekonomi

Institusi                : Universitas Negeri Surabaya

Pembimbing       : Sanaji, S.E., M.Si.

Perlambatan pertumbuhan omzet ritel di tahun 2017 membuat Matahari Department Store sebagai pelopor dan merek department store asli indonesia serta di anggap konsumen memiliki persepsi kualitas baik di banding pesaing, mengoptimalkan peluang untuk mengembangkan e-commerce dengan menciptakan perluasan merek yaitu Mataharimall.com berkonsep online retailer pertama di Indonesia yang mengadopsi sistem kualitas layanan belanja "O2O" (Online-to-Offline dan Offline-to-Online) yang berbeda dari pesaing, sebagai strategi untuk menghadapi persaingan bisnis di bidang ritel. Namun Strategi yang dilakukan Matahari Department Store pada  Mataharimall.com memiliki tantangan seperti bukan pelopor situs jual beli online sehingga memiliki banyak pesaing dan selain itu mataharimall.com memiliki masalah pada kualitas layanan yang dianggap konsumen belum sebaik pesaing.

 Tujuan penelitian ini adalah untuk menganalisis dan membahas pengaruh persepsi kualitas terhadap sikap pada perluasan merek dengan persepsi kesesuaian sebagai varibel moderator dimana studinya di lakukan pada konsumen Matahari Department Store Tunjungan Plaza di Surabaya.

Penelitian ini merupakan penelitian konklusif dan menggunakan teknik nonprobability sampling dengan jenis penarikan sampel judgemental sampling. Jumlah sampel 110 responden. Instrumen penelitian yang digunakan adalah angket dan kemudian data yang diperoleh diolah dengan menggunakan analisis data MRA (Moderating Regression Analysis)

Hasil penelitian menunjukkan bahwa variabel variabel moderator (persepsi kesesuaian) berhubungan dengan variabel dependen (sikap pada perluasan merek), tetapi variabel moderator (persepsi kesesuaian) tidak berinteraksi dengan variabel independen (persepsi kualitas). Sehingga dapat di simpulkan variabel persepsi kesesuaian tidak dapat memoderasi hubungan antara persepsi kualitas dengan sikap pada perluasan merek tetapi tergolong variabel independen.

Kata Kunci : Persepsi Kualitas, Persepsi Kesesuaian, dan Sikap pada Perluasan Merek

ABSTRACT

THE INFLUENCE OF THE QUALITY PERSPECTIVE TO THE ATTITUDE TOWARDS THE BRAND EXTENSION WITH THE PERCEPTION OF CONFORMITY AS THE VARIABLE MODERATOR (A STUDY OF CUSTOMERS IN MATAHARI DEPARTMENT STORE’S TUNJUNGAN PLAZA BRANCH, SURABAYA)

Name                      : Atria Irianti Citra Bahari

NIM                       : 12080574283

Department           : Management

Faculty                   : Economy

Institution             : State University of Surabaya

Advisor  : Sanaji, S.E., M.Si.

During the business competition in the Globalization era, the slowdown of the retail profit growth in 2017 has made Matahari Department Store as one of the most trusted department store brands in Indonesia as well as the most demanded by Indonesians has optimized the opportunity to develop e-commerce by creating a brand extension called Mataharimall.com. The first online retailer in Indonesia that adopts the shopping system called “O2O” (Online-to-Offline and Offline-to-Online) as their effort to face the competition in the retail business. Matahari Department Store which is trusted in Indonesia has a good quality perspective for the offline retail within the consumers, wondered if they could influence the positive attitude from the consumers in choosing to shop at the online retail brand extension Mataharimall.com because it has a different problem compared to the Matahari Department Store. Mataharimall.com isn’t the pioneer in the online shopping site, which makes them having a lot of competitors. Other than that, Mataharimall.com also has some problems in the service quality which is considered by consumers as not as good as their competitors.

The purpose of this study is to analyze and discuss about the influence of quality perspective to the attitude towards brand extension with variable extension. The study will be directed towards the consumers of the Tunjungan Plaza branch of Matahari Department Store in Surabaya.

This study is a conclusive research using the nonprobability sampling technique with the judgmental sampling for the sampling. There are samples of 110 respondens. The research instrument used for the study is by questionnaire and then the gathered data will be processed using the MRA (Moderating Regression Analysis) data analysis.

The research’s results show that the moderator variable (perception of conformity) are related with the dependent variable (attitude towards brand extension) However, the moderator variable (perception of conformity) aren’t interacting with the independent variable (quality perception). Therefore, it can be concluded that perception of conformity variables cannot moderate relations between the quality perception and the attitude towards brand expansions, thus making it considered as an independent variable.

Key Words:  Perceived Quality , Perceived Fit, and Attitude Towards Brand Extension