AN ANALYSIS OF CONSUMER PREFERENCES IN CHOOSING A
SHOE BRANDS (CASE STUDY: GUNADARMA UNIVERSITY STUDENTS)
Adityia
Septiadi
NPM : 11209805
Kelas : 4EA01
UNIVERSITAS
GUNADARMA
ATA
2013/2014
I. INTRODUCTION
A. BACKGROUND
The
rise of technology, and supported by an increase in living standard and also
the style of public, especially in urban have seemed to the development of
industry one of the footwear industry that is getting a function of time always
got that incredible ramp-up. As when these shoes not just as footgear or
gaiters but it already became an instrument to beautify the appearance of
consumers. It is coupled with great would it be a customer in made the purchase
of a shoe because at the moment marketing shoes not just exist on outlet-outlet
but in the realm of social networks like facebook or twitter was easily
consumers can get it.
Data
from the central bureau of statistics ( bps ) in relation to the skin and
dressing of leather footwear based on growth and industrial production index
large and medium according to two digits code isic 2007-2011 in the first
quarter of 2011 7.22 %, -0.20 %, the second quarter of third-quarter -3.95 %,
worth and the fourth quarter of rataan -1.96 % in 2011 by 10.28 %. And based on
the survey of top five large brand survey known that branded shoes most had
much cache by teenager namely. 28.1 %, adidas with 13 percent, converse 10.7 %,
nike brick 6.1 %, and dallas 3.9 %. It ' s getting make consumers act wisely in
choosing or buying shoes, they are not just see the necessity but many
consumers see in terms of style according to their unique or in accordance with
their code. Phenomena like this is a great opportunity for the manufacturers
bootie to expand market share by means of further develop the kind or quality
of their products because varying or product quality was the real key to win
the market and may provide high value to the gratification of consumers.
B.
PROBLEM
Based
on the description background problem by way of can then be formulated problem
as follows:
1. Is
variable dimensions as the price form, quality comfort, and socially
influential significantly to preference of consumers in choosing or buy the
shoes?
2. which
are the most dominant Factor in affecting the consumer in choosing or buying
brand shoes and whether the results of the survey of TOP BRAND have in common
with the results of a survey conducted in Gunadarma University students?
C.
PURPOSE
According
to the explanation that has been presented, then the purpose of the article is
to find out:
1.
influence the price dimension, shape,
quality, comfort, and social influence significantly to consumer preferences in
choosing or buying brand shoes.
2.
The most dominant factors affecting
preference of consumers in choosing or buy branded shoes.
D.
ADVANTAGE
Article
is expected will be beneficial for parties related in analyzing about the
decision of the consumer:
1.
For authors
Expected
this article can increase knowledge and experiences in thinking and decide a
decision also knowing clearly what factors affecting purchase among all these
students Gunadarma.
2.
For the reader
As
of reference material a kind of writing scientific norms and able to provide
input especially university students in the fields of management about
preference of consumers in the resolution of price.
|
3. Related companies
|
This
article is expected to be turned into material for evaluation and repairs in order
to improve or expand market share especially among college students.
II.
DISCUSSION
II.A. Consumer Behavior
According
to Solomon (2009: 33) understanding consumer behavior “It is the study of the processes involved when
individuals or groups select, purchase, use, or dispose of products, services,
ideas, or experiences to satisfy need and desire”. According to engel (
1995 ) behavior consumers is an action which directly involved to gain,
consuming, and spent products and services including the process that precedes
and follow this action. While loundon and bitta ( 1988 ) is emphasized the
behavior of consumer as a process of decision-making motioned of individuals to evaluate obtain, using,
or set of goods and services. Schiffman and Kanuk (2000) defines the behavior
of consumers is the process undertaken by someone in finding, buying, using,
evaluating, and acting after the consumption of a product, service or idea that
is expected to meet his needs.
II.B. Culture
According to kotler (
2002: 183 ), cultural factors have leverage most widespread and best in respect
to behavior consumers. Marketers must understand role played by culture,
subculture and social class buyer.
Culture is the most
determining factor of one's desires and behaviors. Lesser beings generally
guided by instinct. While the behavior in humans, usually learned from its
environment. So the values, perceptions, preferences and behaviors of someone
living in a particular area can be different with other people who are in the
other environment as well. So it is important for marketers
to see a shift in the culture to be able to provide new products that the
consumer wants. Every culture is a subculture consisting of sub culture. The
smaller Subculture that provides identification and socialization which is more
specific to its members. Subculture consists of nationality, religion, race and
geographic region of category.
Many of the
subculturethat make up an important market segment and marketers often
designing products and marketing programs tailored to their needs.
The social class is a subdivision of
people relatively homogeneous and peemanen, composed of hierarchically and
whose members adheres to point, interest and behavior that similar. The social
class not only reflect income but also indicators other like work, education
and home. The social class distinct in that dress and a converse manner;
preference recreation and having many other characteristics
II.C Social
A group of reference
meurut kotler: 187 ( 2002 ); is all groups who have a direct influence or
indirect against attitude or behavior of a person. The group of which have a
direct influence tehadap someone called group membership. Several groups of
membership is the primary, like a family, a friend, neighbors and colleague,
who are interacting with someone is constantly being and informal. People were
also become a member of a group of secondary, as religious groups, professional
and trade associations that tend to be more formal and require the interaction that
not so routine.
II.D Personal Factors;
The
decision of a buyer also affected by personal characteristics such as age and
stage of the life cycle of the buyer, of office, the state of the economy,
lifestyle, personality and self-concept buyers of its kind.
People
will change the bought goods and services throughout their lives. The needs and
tastes of a person will change according to the age. The purchase by the family
life cycle. So marketers need to pay attention to the company's interest in
buying going on related to the human life cycle.
II. E. Quality
Quality
is the ability of a product to perform its functions. While Lovelock and
Wright, (2005; 96) believes that quality is the cognitive evaluation of long
term customers of penyarahan services of a company. According to the Lupiyoadi
and Sviokla Hamdani has quality measurement aspects, namely:
1.
(performance)
2.
(features)
3.
(realibility)
4.
(conformance)
5.
(durability)
6.
(service)
7.
(aesthetic)
8.
(perceived quality)
II.F. Value
Values
influence behavior (McCarty and Shrum 1994). Consumers must value protecting
the environment before they can have the intention of buying environmentally
friendly products. Peattie (2001) argued that consumers must feel that, when
they purchase an environmentally friendly product, they will make some sort of
material difference. So far, studies have found consumers’ perceived level of
self-involvement toward protection of the environment to be relatively low;
hence the reason why consumers are less likely to engage in ecologically
favorable behaviors (Wiener and Sukhdial 1990). As part of the solution, Bei
and Simpson’s (1995) study suggested that emphasizing the importance of
environmental issues can motivate consumers’ environmental behavior. Therefore,
marketers should communicate to the target audience that buying green products
could have a significant impact on the welfare of the environment (Laroche,
Bergeron, and Barbaro-Forleo 2001).
II.G. Merk
Keller
said brand products ( 2003 ) was able to provide additional dimension uniquely
distinguish it from other products designed to satisfy needs similar.
Differences can be rational and tangible ( related to the performance of the
product of a brand is concerned ) and can also symbolic representations and
intangible ( pertaining to brand ). Thus, brand reflecting the perceptions and
feelings about attributes and consumer products, performance brand name, and
meaning and companies associated with a brand concerned. While according to
Aaker (1997: 9) is the brand name and or symbols that distinguish (such as
logo, seal, or packaging) in order to identify the goods or services of a
particular vendor or group, can thus be distinguished from goods or services
produced competitors. A brand in turn signals to consumers about the source of
those products and protect consumers and producers from competitors, so it can
be differentiated from other products that appear to be identical.
III.
RESULT
III.I. Descriptive Respondents
Respondents
to this article is a student gunadarma having or using shoes branded adidas,
converse, nike, Bata, and dallas 50 respondents.
|
Age
|
Total Respondents
|
Persentase
|
|
18-20
|
35
|
70%
|
|
21-24
|
15
|
30%
|
|
25
|
0
|
0%
|
|
total
|
50
|
100%
|
III.II. Shoe brands used the
consumer
|
Shoes Brand
|
Total consumer
|
Persentase
|
|
Adidas
|
6
|
12%
|
|
Converse
|
19
|
38%
|
|
Nike
|
11
|
22%
|
|
Bata
|
11
|
22%
|
|
Dallas
|
3
|
6%
|
III.III. The Instrument Validity
test Results
|
Item-Total
Statistics
|
||||
|
|
Scale Mean if Item
Deleted
|
Scale Variance if
Item Deleted
|
Corrected
Item-Total Correlation
|
Cronbach's Alpha if
Item Deleted
|
|
H1
|
52.40
|
69.918
|
.459
|
.813
|
|
H2
|
52.68
|
72.059
|
.539
|
.811
|
|
H3
|
51.76
|
72.635
|
.337
|
.820
|
|
B1
|
52.98
|
75.979
|
.366
|
.819
|
|
B2
|
52.40
|
72.898
|
.351
|
.818
|
|
B3
|
52.44
|
73.272
|
.353
|
.818
|
|
Kw1
|
53.06
|
74.915
|
.310
|
.820
|
|
Kw2
|
53.10
|
74.990
|
.412
|
.817
|
|
Kw3
|
52.86
|
74.327
|
.467
|
.815
|
|
K1
|
52.50
|
72.459
|
.445
|
.814
|
|
K2
|
53.08
|
75.708
|
.345
|
.819
|
|
K3
|
52.98
|
73.571
|
.365
|
.818
|
|
S1
|
51.18
|
74.151
|
.301
|
.821
|
|
S2
|
51.36
|
72.970
|
.333
|
.819
|
|
S3
|
51.98
|
69.449
|
.468
|
.813
|
|
S4
|
51.42
|
71.391
|
.437
|
.814
|
|
Kp1
|
52.70
|
72.704
|
.497
|
.812
|
|
Kp2
|
52.78
|
75.726
|
.322
|
.819
|
|
Kp3
|
52.98
|
74.796
|
.460
|
.816
|
|
Kp4
|
52.96
|
74.692
|
.479
|
.815
|
|
Kp5
|
51.68
|
73.528
|
.339
|
.819
|
Reliabilitas test results
|
Reliability
Statistics
|
|
|
Cronbach's Alpha
|
N of Items
|
|
.824
|
25
|
multiple linear regression results
|
Coefficientsa
|
||||||||||||
|
Model
|
Unstandardized Coefficients
|
Standardized Coefficients
|
t
|
Sig.
|
||||||||
|
B
|
Std. Error
|
Beta
|
||||||||||
|
1
|
(Constant)
|
.267
|
.240
|
|
1.111
|
.273
|
||||||
|
price
|
.105
|
.069
|
.177
|
1.535
|
.132
|
|||||||
|
form
|
.111
|
.088
|
.140
|
1.265
|
.213
|
|||||||
|
quality
|
.172
|
.104
|
.209
|
1.647
|
.107
|
|||||||
|
comfort
|
.190
|
.102
|
.237
|
1.865
|
.069
|
|||||||
|
social
|
.222
|
.052
|
.448
|
4.287
|
.000
|
|||||||
|
a. Dependent Variable: Y
|
||||||||||||
Koefisien Determinasi
|
Model Summaryb
|
||||
|
Model
|
R
|
R Square
|
Adjusted R Square
|
Std. Error of the
Estimate
|
|
1
|
.762a
|
.581
|
.533
|
.26904
|
|
a.
Predictors: (Constant),
b.
Dependent Variable: Y
|
||||
multiple correlation coefficient
analysis
|
Model Summaryb
|
||||
|
Model
|
R
|
R Square
|
Adjusted R Square
|
Std. Error of the
Estimate
|
|
1
|
.762a
|
.581
|
.533
|
.26904
|
|
a.
Predictors: (Constant), b. Dependent Variable: Y
sumber
: Hasil pengolahan SPSS
|
||||
Anova (F)
|
ANOVAb
|
||||||
|
Model
|
Sum of Squares
|
df
|
Mean Square
|
F
|
Sig.
|
|
|
1
|
Regression
|
4.415
|
5
|
.883
|
12.199
|
.000a
|
|
Residual
|
3.185
|
44
|
.072
|
|
|
|
|
Total
|
7.600
|
49
|
|
|
|
|
|
a. Predictors:
(Constant),
b. Dependent Variable:
Y
|
||||||
A test of t (t)
|
Coefficientsa
|
||||||
|
Model
|
Unstandardized
Coefficients
|
Standardized
Coefficients
|
t
|
Sig.
|
||
|
B
|
Std. Error
|
Beta
|
||||
|
1
|
(Constant)
|
.267
|
.240
|
|
1.111
|
.273
|
|
Price
|
.105
|
.069
|
.177
|
1.535
|
.132
|
|
|
Form
|
.111
|
.088
|
.140
|
1.265
|
.213
|
|
|
Quality
|
.172
|
.104
|
.209
|
1.647
|
.107
|
|
|
Comfort
|
.190
|
.102
|
.237
|
1.865
|
.069
|
|
|
Social
|
.222
|
.052
|
.448
|
4.287
|
.000
|
|
|
a.
Dependent Variable: Y
|
||||||
Resume of research
|
Regresi
|
Result
|
|
Regresi Linier Berganda
|
Known that variable free
prices ( x1 ), form ( x2 ), the quality ( x3 ), comfort ( x4 ), and social (
x5 ) together effect on variable bound namely the decree of election ( which
) by equations
:
Y = 0.267+0.105X1+0.111X2+0.172X3+0.190X4+0.222X5
|
|
Hipotesis
|
Hasil
|
|
Koefesien Determinasi
|
With an r of 0.762 or around
76.2 % can be concluded that the clinging the relation between variables
price, form, quality, convenience, and social readiness instrument against
the decree of election is strong.
|
|
Koefisien Korelasi
|
Note that the influence of (correlation) price,
form, quality, comfort and social selection of shoe brand is positive i.e.
0.822. The value is between 0.60-0,799, indicating a strong influence among
the variables.
|
|
Uji f
|
Acquired F_hitung of the results of 12.199 can be
inferred that the Ha is received, because the value of F_hitung & gt; F_tabel
on & alpha 947; = 5%. This shows that there are influences together in a
positive and significant between free variables i.e. price, form, quality,
comfort, and social variables bound to the decision of the selection of brand
shoes
|
|
Uji t
|
The results showed that a
variable price, form, quality, and convenience in a partial (individual) have
a low level of influence against the decision of the election. While the
social variables in partial (individual) have a positive influence on the
level and significance of the election.
|
|
Skala Likert
|
Known the result of reckoning scale likert average
of 189, can be said respondents feel good if pemilihan branded shoes affected
by variable price, form, quality, convenience, and social affairs
|
|
Validitas and Reliabilitas
|
By the
experiment validity all variables used having a result of calculation > 0.279,
then all items analysis be considered valid. By the experiment reliabilitas
value obtained from the test spss of 0.824> 0.60 / ( cronbach alpha ' s ), can be concluded that
instrument used it ' s reliable.
|
CONCLUSION
Conclusion
Based on
the above research it can be concluded that:
1. the price Dimension,
shape, quality, comfort, and social influence of a 33.1 percent 0.533 or
against the decision of the election and the relationship between the
independent and the dependent fakor has positive value of 0.762 meaning have a
strong relationship. As for the value of the count of F 12.199 meaning strong
as evidenced by the results of the analysis of data obtained from a test value
F simultaneously or as a whole. Based on the current count i.e. 12.199 F is
greater than the value of F table of 2.43.
2. Dimensions that have
pegaruh the dominant against the decision of the election was the social
dimension by the value count of 4.287. While other dimensions have a dimension
that is low price of 1,535, dimensional shapes of 1.265, dimensions of quality
of 1,647, and dimensions of the comfort of 1.865. so the fourth of these
factors is not a dominant factor in the decision of the election.
Suggestions
Based on the above
conclusions, the authors provide some suggestions as follows:
1. from the results of the analysis of the
above dimensions or factors of price, quality, shape and comfort have a low
value or effect. For the fourth factor needs to get serious attention from the
shoe manufacturers.
2.
for shoe industry turned out to be very influential social factors are
significant. For that these factors must be maintained and organised do not
decline for years to come.
It is all meant to increase confidence in your
continued support to consumers, who will ultimately improve image and sales in
companies producing shoes.
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