62149888 Thesis Proposal

7/27/2019 62149888 Thesis Proposal

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CHAPTER I

1.1 Research Background

Shopping is the examining of goods or services from retailers with the

intent to purchase at that time. Shopping is an activity of selection and/or

purchase. In some contexts it is considered a leisure activity as well as an

economicone.

Tomany, shopping isconsideredarecreationalanddiversionalactivity in which

onevisitsavariety ofstores withapremeditatedintent topurchaseaproduct.

"Window shopping" is an activity that shoppers engage in by browsing shops with no

intent topurchase, possibly just topass the time betweenotheractivities, ortoplanalater

purchase.

Tosome, shoppingisa taskofinconvenienceandvexation.Shopperssometimes

go though great lengths to wait in long lines to buy popular products as typically

observed withearly adoptershoppersandholiday shoppers.

In thisresearch I takefashioninshopping. becausefashionisrelates to shopping

style. Fashion is the more touching aspects of daily life for everyone. Fashion affects

what we wear, we eat, how we live, and how we see ourselves. Fashion alsopushed

world markets to continue to grow, manufacturers forproducing, the marketers to sell

andconsumers to buy.


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Dresscode that follows thefashionshow alsoourpersonality andidealism.

Fashion today is a business big enough andprofitable. That the symptoms of a busy-

hectic witha variety ofproducts leads toafashionshow, whenconsumers increasingly

want to berecognizedasapersonalidentity.

Therefore, they deliberately shape its own identity and then unite with a group

that is in harmony with it. This is theprideofsomeone if they couldenter into what is

becoming a common trend, because it means that he belonged to fashionable modern

alias because it's always fashionable. (Capturing the Dynamics of Fashion Business

Success, www.swa.co.id, 2004)

Fashionisapopular, one'spersonality, anda timeframe.Sounderstandable why

apopularstyle that can besaidof thismonth behind the timesafew monthslater.

Fashion system includes all the people and organizations involved in creating and

changing themeaningofsymbolicmeaningin theformofgoods. Althoughpeopleoften

equatefashion withclothing, whethereveryday clothesorpromdressesareexclusive

(hautecouture), it isimportant torememberthat thefashionprocessaffectsall typesof

culturalphenomena, suchasmusic, art, architectureandevenscience.

Fashioncan beconsideredasacode, or language that helpsusunderstand these

meanings. However, fashionseems to tend to bemorecontext-dependent thanlanguage.

Thepoint is, thesame thingcan be interpretedindifferent ways by different consumers

and in different situations. So there is no definite meaning but leaves freedom for the

translatorin themean.

According toSolomoninhis book 'ConsumerBehavior: European Perspective',


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fashionisaprocessofsocialdistribution (social-diffusion) in whichanew styleadopted

by consumergroups. Fashionorstylerefers to thecombinationofseveralattributes. And

soit can besaid 'infashion', that combinationshould beevaluatedpositively by a

referencegroup.

The termsofstyleanddesignshould beclarifiedsoasnot equated withfashion.

Style (style) isacharacteristicofpresenting things. Within thescopeofclothes, forceis

thecharacteristicappearanceofclothingmaterials, combinationoffeatures-

Thepatternofbuying behaviorfeatures that makeit different fromotherclothing. For

example, theskirt asoneofthestylesofdressforwomen, theotheroptionispants. Jasis

onestylishmandressedman, theotheroptionisasport jacket.Stylesomeday be

acceptableandonecango, but aspecificstyle willstill beremembered, whetherit be

saidoffashionornot.

While thedesignisaspecificversionofthestyle. Examplesskirt intoastylish

women'sclothing, but havedifferent designssuchas A-line, high-waist (high waist), mini

skirts, andothers. Clothingmanufacturersusually makeseveraldesignvariationsofthe

styleinvogueat that time that consumershavemany choices. Both thestyleanddesign

jointlyplay aroleindetermining thefashionat that time.

Thedesignerscreateavariety ofstyleseachseason basedon what they think they

will bepreferred by consumers. Fromavariety ofstyles, manufacturerschoose which

one would besuccessfulin themarketplace, andusually they reject more than they

choose. Theseller(retailer) choose whichcustomers they want from what isoffered by

themanufacturer. Thenultimately theconsumerwhoholdsakey role, they chooseone


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styleandanotherstyle that rejected, andonly those whoultimately determine whichstyle

will become thefashion.

Fashioncan becategorized basedon whichgroup they look. Highfashionrefers

to thedesignandstyleadopted by thegroupleadersis theexclusivefashion, is theelite

consumersandadapt theirvery first fashionchanges. Includinghigh-fashionstyle that is

usually introduced, produced, andsoldinlimitedamountsandarerelatively expensive to

Thepatternofbuying behavior.

Socialites, artists, celebritiesandfashioninnovators. While themassorvolume

fashionfashionanddesignrefers to thestylereceived widerpublic. Fashion typesare

usually manufacturedandsoldinlargequantitiesat cheapprices tomoderate. Because

thisstudy aimed tounderstandconsumerbehavioringeneral, thefocusofdiscussionfalls

on thefashionin which themasscan beenjoyed by society at large.


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1.2 Research Problem

Basedon theaboveunderstanding, theauthorsrestrict thisstudy to theproblemof

shoppingstyle. Theproblemstatement is:

ProblemStatement:

1. Is there any relationship between the type of Customer Innovativeness and the

Student Shopping Style especially for student of Faculty Economics

SamRatulangi University Manado

2. Between the two type of Customer Innovativeness which is the mostsignificant

influence to the Student Shopping Style.

1.3 Research limitation

That researchisnot too broadandcouldprovideunderstanding, whichclearly it is

necessary given the scope of theproblem definition. The study was limited to students

who are in University of SamRatulangi Manado especially in Faculty of

EonomiInternational Business Administration(IBA) withavariable-variablehow toforce

students toshop


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1.4 Research objectives

Considering the students often and certainly in terms of style do not miss the

shoppingisalwaysmuchlesspeople wholike toshopping Manado. By and thereforein

thisstudy tookProblemStatement:

1. Toanalyzerelationship between the typeof Customer Innovativeness toStudent

Shopping Style especially for student of Faculty of Economics SamRatulangi

University Manado

2. Toanalyze two typesof ConsumerInnovativeness whichis themost significant

influence toStudent ShoppingStyle

1.5 Research Usefulness

Thisresearchcan beuseful:

1. For thestudents, theresultsof the study conclusionsandsuggestions submitted,

canassist indecisionmaking whengoingshopping

2. May be additional literature forresearchers who will be dating and canprovide

benefitsandaddinsight to those whoreadit.

1.6 Literature Review

In Table 1 Describes severalrelatedarticles to thenext study


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Thefirst journalis Consumerinnovativenessandshoppingstylesby Ji Eun Park

about Thispaperseeks toinvestigate whetherconsumers' innateinnovativenessis

associated with theirshoppingstyles.Specifically, it aims toexplore therelationship

between two typesofinnovativeness sensory andcognitive andconsumershopping

styles. The hepaperintegrates theconsumerinnovativenessandconsumershopping

stylesliterature. It is built on thepremise that ifconsumerinnovativenessisregardedasa

generalpersonality trait, thenit wouldalso bereflectedinconsumers' shopping

approaches. A structuralequationmodelisused to test therelationship betweencognitive

andsensory innovativenessandvariousshoppingstyles.

TheSecond journalis Contrary topreviousresearchin thearea, thisarticleargues

that consumerinnovativeness, orthedesirefornew experiences, isnot an

undifferentiatedconstruct but can bedistinguishedascognitiveandsensory

innovativeness. Cognitive (sensory) innovativenessis thepreferenceforengaginginnew

experiences with theobjectiveofstimulating themind (senses). Thearticlepresents

psychometrically validmeasuresoftheseconstructsanddiscusses twostudies that

examine thedifferences betweencognitiveandsensory innovativeness. Onestudy, based

on 326 undergraduatestudents, shows that theinnovativenessconstructsdifferin their

relationship withotherpersonality traits, suchaspreferenceforverbal/visualstyleof

processing. Theotherstudy, basedon thepersonalcomputer, foodprocessor, andvideo

cassetterecorderpurchase behaviorof245 respondents, shows that cognitiveandsensory

innovatorsdifferin theirresponses toinnovationsanddemographicprofiles. Theresearch


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andmanagerialimplicationsofthesefindingsarediscussed.

The third journalis ConsumerInnovativeness: A marketingapproach

By innovativeness wemean thepredispositionofaconsumertoadopt aproduct earlier

thanmost others. Variousstudieshaveshown that acrossproduct categories, innovators

tend to be:opinionleaders, risk takers, morelikely toobtaininformationfrommass

media than through wordofmouth, open tonew ideasandchange, relatively youngetc.

Marketers want toidentify thesegment ofthemarket that ismost likely toadopt anew

product whenit is thefirst introduced. Thisarticledescribes weasksomekey questions

about thenatureofinnovativenessand try tomakeacorrelation betweencharacteristics

oftheinnovatorsandinnovativeness.

Thenext study is toanalyze thedominant factorofSensory and Cognitive

innovativeness to ConsumerInnovativeness to theStudent ShoppingStyle. Inmany

journal that I have beenuseforsupport my research I foundsimilarcase that willsupport

my research. Inmy researchusedofmultipleRegression Analysismethod.


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TABLE 1.6 LITERATURE REVIEW

Title Year Author Variable Use Toolsof Result Comment


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CHAPTER II

Analysis Use

Consumerinnovativenessand

shoppingstyles

2010 Ji Eun Park Sensory andCognitive

Innovativeness

Structuralequation

model

It providesnewinsight into the

shoppingpatternsof

consumerwhobelong to

differentinnovativeness

types.

The paperthefirst step

exploring trelationship

betweenconsumer

innovativeneand consum

shoppingstyl

Differentiating

betweencognitive

andsensoryinnovativeness

2002 Meera P.

Venkatrama

n

Concepts,

measurement,

andimplications

SimpleRegression

Contrary to

previous

researchin thearea, thisarticleargues that

consumerinnovativeness

Thisarticle

undifferentiat

dconstruct bucan bedistinguished

ascognitiveandsensory

innovativene

Consumer

Innovativeness: Amarketing

approach

2009 Costinel

Dobre

Correlation

betweeninnovators

andinnovativenes

s.

Descriptive

Correlations

Findingcorrelations

betweencultural

dimensionsand

innovationrecap-

tivenessinvolves

alsosettingof

organizational

marketingstrategies

andtechniques

Thisarticledescribes weask

somekey

questionsabout

thenatureof

innovativeness

and try tomake

correlation

betweencharacteristicso

theinnovatorsa

innovativeness.


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THEORETICAL REVIEW

This chapter contains the theoretical review of Marketing, Consumer Behavior

and ConsumerPreferencesfrom textbooks, journalsandarticles.

2.1 Marketing

Today, marketingmust beunderstoodnot in theoldsenseofmakingasale but in

thenew senseofsatisfyingcustomersneeds. Marketing, more thanany otherbusiness

function, deals withcustomers. Buildingcustomervalueandsatisfactionisat thevery

heart ofmodernmarketing. Kotler(2003) defines Marketingisasocialprocess by

whichindividualsandgroupsobtain what they needand want throughcreating, offering,

andfreely exchangingproductsandservicesofvalue withothers.

According to Kotler and Keller (2006:5), Marketing deals with identifying and

meetinghumanandsocialneeds. Oneof theshortest definitionofmarketingis meeting

needsprofitably.

Kotler (2003:5) defined marketing as the task of creating, promoting, and

delivering goods and services to consumers and businesses. Marketers are skilled in

stimulatingdemandforacompanysproducts, but this is toolimitedaview of the tasks

marketersperforms. Just asproduction and logisticsprofessionals are responsible for

supply management, marketers are responsible for demand management. Marketing

peopleareinvolvedin 10 marketing typesofentities:goods, services, experience, events,

persons, places, properties, organizations, information, andides.


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Burns and Bush (2006:4) defined marketing as an organization function, not a

groupofpersonsorseparateentity within thefirm. It isalsoaset ofprocessesandnot a

single tacticsuchascreatingandend-aisledisplay. Theprocessescreate, communication,

delivervalue tocustomers. Marketing isnot trying tosellcustomersomething;rather, it

isprovidingcustomers withsomething they value. Theobjectiveofmarketingis tocreate

and manage customer relationships for the benefit of the organization and its

stakeholders.

Marketing, more than any other business function, deals with customers.

Understanding, creating, communicating, anddeliveringcustomervalueandsatisfaction

areat very heart of modernmarketing thinkingandpractice. Today Marketing must be

understoodnot in theoldsenseofmakingscale tellingandselling but innew sense

of consumer innovativeness needs. Selling occurs only after aproduct isproduced. By

contrast, marketingstartslong beforeacompany hasaproduct. Marketingisundertaken

to access needs, measure the extent and intensity, and determine whether aprofitable

opportunity exist.

2.1.1

Marketing Strategy

According to Kotler(2005:47) Marketing Strategy is The Marketing logic by

which the businessunit hopes toachieveitsmarketingobjectives.


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Marketingstrategy isaprocess that canallow anorganization toconcentrate its

limitedresourceson thegreatest opportunities toincreasesalesandachieveasustainable

competitiveadvantage. A marketingstrategy should becenteredaround thekey concept

that customersatisfactionis themaingoal.

Marketing strategy is a method of focusing an organization's energies and

resources on a course of action which can lead to increased sales and dominance of a

targetedmarket niche. A marketingstrategy combinesproduct development, promotion,

distribution, pricing, relationship management and other elements; identifies the firm's

marketing goals, and explains how they will be achieved, ideally within a stated

timeframe. Marketing strategy determines the choice of target market segments,

positioning, marketingmix, andallocationofresources. It ismost effective whenit isan

integral component of overall firm strategy, defining how the organization will

successfully engagecustomers, prospects, andcompetitorsin themarket arena.

2.2.1 Innovative Marketing

According Kotler and Gary Amstrong (2005:526) Innovative Marketing is A

principle of enlightened marketing that requires that a company seek realproduct and

marketingimprovement.

Innovation isachange in the thought process fordoingsomething, or theuseful

applicationofnew inventionsordiscoveries. It may refer toanincrementalemergent or

radicalandrevolutionary changesin thinking, products, processes, ororganizations.


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Following Schumpeter (1934), contributors to the scholarly literature on

innovation typically distinguish between invention, an idea made manifest, and

innovation, ideasappliedsuccessfully inpractice.

In many fields, such as the arts, economics and government policy, something

new must be substantially different to be innovative. In economics the change must

increase value, customer value, orproducer value. The goal of innovation ispositive

change, to make someone or something better. Innovation leading to increased

productivity is thefundamentalsourceofincreasing wealthinaneconomy.

In the organizational context, innovation may be linked to performance and

growth through improvements in efficiency, productivity, quality, competitive

positioning, market share. All organizations can innovate, including for example

hospitals, universities, andlocalgovernments.

While innovation typically adds value, innovation may also have a negative or

destructive effect as new developments clear away or change old organizational forms

andpractices. Organizations that donot innovateeffectively may bedestroyed by those

that do.

2.2 Consumer Behaviour

Consumer Behavior consist of two words, namely: consumer and behavior.

Definition of Consumer according to Walters(1974:4), is an individual whopurchase,


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who jas the capacity topurchase, goods and services offered for sale by marketing

institutionsinordertosatisfypersonalorhouseholdneeds, wants, ordesires.

Kanuk and schiffman(2007:4) defined Consumer behavior as the behavior that

consumerdisplay insearchingfor, purchasing, using, using, evaluatinganddisposingof

products and services that they expect will satisfy their needs. Consumer behavior

focuses on how individuals makes decisions to spend their available resources

(time,money,effort) on consumption related items. That includes what they buy it, why

they buy it, when they buy it, where they buy it, how they buy it.

More specifically, the study of consumer behavior investigates the way of

individuals choose, purchase, use and dispose of goods and services in order tosatisfy

personalorhouseholdneeds.Someoftheinfluences that shape theconsumerchoicesand

tendencies are internalprocess, such as our own thinking, feeling, and desiring. Other

influences spring from environmental factors, such as social forces (whether group or

interpersonal) and economic situational, retail, and promotional considerations.

Somehow, all the forces combine and dynamically interact to produce shopping

behaviortheobjectiveofwhichis tosatisfy humanneedsand wants (Hannaand Wozniak,

2001:13).

Nevertheless, the term of consumer behavior differs from a similar term, buyer

behavior, in that buyer behavior isanumbrella termunderstood toencompass business-

to-businesspurchasing as well aspersonal consumption. Business-to-business buying

entails theprocurement process and activities ofproducers and intermediaries in the


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marketing channels, as well as the acquisition producers of other organizations and

institutions. Business-to-business buyingis beyond thescopeofthis text, whichprimarily

focusesonconsumerbehavior.

Theultimategoalofconsumer behavioris tohelpmarketers betterunderstand the

process of activities and activities of consumer behavior, and thus to anticipate how

marketing strategies and tactics will influence consumers and affect theproducts and

services various types of consumers will buy. In other words, as marketers come to

understandcustomerbehavior, they are betterable topredict how consumers willrespond

tovariousenvironmentalandinformationalcues.

Marketers can then configure and fine-tune their strategies and tactics

accordingly. Additionally, in todays highly competitive market place, a sound

understanding of consumer behavior helps marketersgain a competitive advantage and

establishpositiveandlastingcustomerrelationships.

In Consumer Behavior the producer should to know about the element of

consumeritself.SuchasSocialand Cultural changes haveamajorimpact uponvirtually

allproducts, services, andcustomers.

2.2.1 Social

In the situationsof the Student of Faculty of Economics isa very kind for the

backgroundof thesocial.Startsfrom low, middle, upperclass. Thesocialof thestudent

itself, hasan influence toshoppingstyle. Forsomepeoplehas in low-middleofcourses


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the shopping style its a simple style they wearing. But for somepeople middle until

upperclassso they shouldimpressionsstyle when they wearingsomething.

2.2.2 Cultural

The culture of Manadopeople also has influence to shopping style. Most of

peoplein Manado they hasapriority offashion. In Manadopeople thought they must has

agoodimpression when they experimentally with theirownstyle

2.3 Consumer Preferences

Preferences are essential to treat conflicting information in non-monotonic

reasoning, reasoningabout actionsand time, planning, diagnosis, configuration, andother

areas in knowledge representation 6127and reasoning. In constraint programming,

preferencesareused to treat soft constraints, and toreducesearcheffort. Preferencesare

complementary toconstraints, andrepresent counterpart toobjectiveorutility functions.

The concept of preferences comes from economic theory according to Philips

(2002)With Preferences defined as individuals utility for consuming goods and

services. Briefly welfareeconomicsis basedon theassumption that individualsmaximize

apreference (orutility) function.

According to Winter (1997:44)It is subjective in the sense that it expresses

somebodys preference of something over something else. It is relative because


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something ispreferredoversomethingelse, and becausesubjectspurepreferencesmay

changeovertime.

Consumer behavior is best understood in threedistinct steps: (1) finding way to

describe thereasons whypeoplepreferongood toanother, i.e.consumerpreferences; (2)

taking intoaccount the fact that consumers also have limited income which restrict the

quantities they can buy, i.e. budget constraint; (3) the consumer choice, i.e. given the

preferencesand limited income, aconsumerchooses to buy combinationsofgoods that

maximize their satisfaction (Pyndick and Rubinfeld, 2001:62). Somehow, Consumer

preferences tell how thecustomers wouldrank (that is, compare thedesirability of) any

twocombinationsorallotmentsofgoods, assuming theseallotments wereavailable to the

consumerat nocost (Preferencesand Utility; 2002:77).

Goods areproduced and services areplanned in anticipation of future demand.

Meanwhile, consumerpreferencesand tastesconstantly change. It becomes increasingly

important that marketers know what consumers need and want, how they spend their

resources, and how they decide where to shop, when to buy, and what topurchase.

Timely knowledgeofconsumer behavior isaprerequisiteformarketingsuccess (Hanna

and Wozniak, 2001:13).

In addition to certain beliefs about our life-situation, each individual holds

preferences about what kind of response to the situation is the most fitting response. A

preference is a desire fora certain goal oroutcome. Preferencesare central to morality

becausepreferencesreflect what we thinkofasagoodlife.


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Describingconsumerpreferencesinsuchacoherent way given thevast numberof

services that oureconomy managesandprovidesforpurchaseas wellas thediversity of

personal tastemust come tocomparingdifferent groupsofitemsavailableforservice

2.4 Product Development

According to Kotler (2005:40) Product development is A strategy forcompany

growth by offeringmodifiedornew product tocurrent market segments

Creationproduct withnew ordifferent characteristic that offernew oradditional benefit

to thecustomer. It may involvemodificationofanexistingproduct oritspresentation, or

formulationofanentirely new product that satisfiesanewly definedcustomerwant.

According to Gary Amstrong (2005:260) Product Development is Developing

theproduct concept intoaphysicalproduct inordertoensure that theproduct ideacan be

turnedinto workableproduct.

2.5 Research Hypothesis

According to Sekaran (2003:103), a hypothesis can be defined as a logically

conjectured relationship between two or more variables expressed in the form of a

testablestatement. Hypothesisin thisresearchare:


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1.Type of Consumer Innovativeness does influence to the student Shopping

Style Simultaneously

2.Two types of Consumer Innovativeness is the mostsignificant influence to

the Student Shopping Style Partially

2.6 Conceptual Framework

Figure 2.6 Conceptual Framework

The theoreticalframeworkis thefoundationon which theentireresearchproject is based.

It islogically developed, described, andelaboratednetworkofassociationsamong the

variablesrelevant to theproblemsituation. The theoreticalframeworkoffers the

conceptualfoundation toproceed with theresearch.

CognitiveInnovativeness

Shopping Style

SensoryInnovativeness


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Thisresearchstartsfrom the theory ofconsumerinnovativeness whichisdefined

to have the innovations about the shopping styling. In this research, Cognitive and

Sensory Innovativenessare theindependent variable

Furthermore, thisresearchisdesigned toanalyze theinfluenceofConsumer

Innovativeness whichisconsistsofCognitiveandsensory Innovativeness to Consumer

InnovativenessonShoppingStyle. ConsumerInnovativenessis thedependent variable

CHAPTER III

RESEARCH METHOD


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Chapter three discusses the research method. The data is analyzed with

methodology that matches to theproblem. Themethod that will beusedin thisresearchis

Multiple LinearRegression Method.

3.1 Data Collection Method

The data collected in this research divided by two kinds of data comprises

primary dataandsecondary data. According to Burnsand Bush (2006:146), primary data

information iscollected by aresearcher tosupport theresearch whilesecondary data is

theexistingdata which iscollected by thepreviousresearchers andused tosupport the

statements that areusedin theresearchanalysis.

Datacollectedin thisresearch was takenfrom toStudent ofFaculty ofEconomics

SamRatulangi University, Manado through twomaindatacollectionmethods. They are:

3.1.1 Primary Data

- Self-administeredSurvey

The data were collected through questionnaires: the respondent reads the

questionsandrespondsdirectly on thequestionnaire.

- Face-to-face Interview

Face-to-faceinterviews wereconducted with toStudent of Faculty of Economics

SamRatulangi University, Manado toget theneededdata.


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3.1.2 Secondary Data

Secondary data was taken from the Student itself, internet browsing, and

textbooks that support primary data. Collecting data from literature books and articles,

also relevant information which are used to guide theory in this research and to create

moreunderstandingabout the theory also.

3.2 Population and Sampling Method

3.2.1 Population

The population in this research was some student at Faculty of Economics

especially International Business Administration (IBA) Manado. They were considered

important for student improvement and development in the future. Therefore, it is

necessary topay a great attention to them. Thepopulation is the student of Faculty of

Economics University Manado.

As the type of research is self-administered survey, data was collected through

personally administeredquestionnaires. Thisdatacollectionmethod wassupposedasan

efficient data collection mechanism that fitting withproblems and objectives of this

research. Otherconsiderationsareall thecompletedresponsescan becollected withina

short period of time and any doubts that the respondents might have on any question

could beclarifiedon thespot. Theresearcherisalsoafforded theopportunity tointroduce

theresearch topicandmotivaterespondents tooffertheirfrankanswers.


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3.2.2 Sample

According to Sekaran (2003;266), a sample is apart of thepopulation. Sekaran

(2005:295) basedonRoscoe (1975) proposes that thesamplesizeslargerthan 30 andless

than 500 areappropriateformost research. Thesampleselected in thisresearch was 50

studentof Faculty of Economics University Manado. Sampling technique that will be

usedindistributingquestionnaireisrandomsampling.

3.3 DEFINITION AND VARIABLES MEASUREMENT

3.3.1 Variables Definition

A. Innovativeness as independent variable (X)

X1 : Cognitive innovativeness

Cognitive innovators are inclined to show shopping styles such as

quality consciousness, price consciousness, and confusion by over choice.

X2 : Sensory innovativeness

Sensory innovators are inclined to have shopping styles such as

brand consciousness, fashion consciousness, recreational orientation,

impulsive shopping, and brand loyalty/habitual shopping.

A. Shopping style as dependent variable (Y)

3.3.2 Variables Measurement


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The measurement of the data collected in this research uses the Likert Scale.

Malhotra (2003: 284) defined the Likert Scale as a measurement scale with five

response categories ranging from strongly disagree to strongly agree which requires

the respondents to indicate a degree of agreement or disagree with series of statement

related tostimulusobject.

3.4 Data Analysis Method

Dataanalysismethodin thisresearchapplied the Pearson Correlationanalysis to

measure the significance level of the relationship between ethical leadership and

employeesproductivity. To study the influence of ethical leadership on employees

productivity, analysis of multiple linear regressions was used. In this analysis,

employeesproductivity was fixed as dependent variable or criterion whereas ethical

leadership was the independent variable orpredictor. Multiple regression analysis uses

criterionvariables whosevaluesareknown topredict asinglepredictorvariabledecided

by theresearcher.

3.4.1 Testing of Reliability and Validity

Cronbachsalphaisused tomeasure thereliability ofthevariables. Theminimum

valueofCronbach Alphais 0.60 (Sekaran, 2003).

To test thevalidity ofvariablesuse Pearson Moment Correlation Coefficient. The

validity coefficient foreachvariableisgood, where thevaluesareaboveminimumlevel

of0.30 (Sekaran, 2003).


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3.4.2 Multiple Linear Regression Analysis

Therearemore thanonefactorofindependent variables, so thisresearch willuse

multipleregressionreflecting therelationship betweenadependent variable in thiscase

shopping style and two or more independent variables dimensions of Consumer

Innovativeness

Carlsonand Betty Throne (2003:416), multipleregressionanalysisprovides two

important results. First, isprediction of a dependent or outcome variable. The second

objective is estimating the marginal effect of each independent variable. This research

willanalyze thedata by usingsoftwareSPSS.

The equation model of multiple regression analysis which used in this research

canformulateasshown below:

Where:

Y = ShoppingStyle (dependent variable)

= Constant/intercept

X1 = Cognitive Innovativeness

X2 = Sensory Innovativeness

1, 2, = theslopeforeachindependent variable.

e = errorstandardorerrorterm

Source: Statistic for Business and Economics 5th edition by Paul Newbold

Y= + 1X1 + 2X2+ e


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3.4.2.1 Testing the Goodness of Fit : Coefficient of Correlation (R) and Coefficient of

Determination (R)

Multiplecorrelationcoefficients (R ) and the Determination Coefficient (R2) the

dualcorrelationcoefficient was thefigure that showed thestrengthofrelations between

twoormore thefreevariable.

Coefficient of Multiple Correlation (R) is used to measure the strength of

relationship between (dependent variables) and X (independent variables) (Newbold,

et.al, 2003; 431) with theconsideration that:

>0.70 meansavery strongpositiveassociation

0.50 0.69 meansasubstantialpositiveassociation

0.30 0.49 meansamoderatepositiveassociation

0.10 -0.29 meansalow positiveassociation

Zeroifthereisnoassociation

(-0.01) (-0.09) meansanegligiblenegativeassociation

(-0.10) (-0.29) meansalow negativeassociation

(-0.30) (-0.49) meansamoderatenegativeassociation

< -0.70 meansavery strongnegativeassociation

According to Arsyad (1994: 186), themultipledeterminationcoefficientsare the

value that shows the proportion of the dependent variable that is explained by the

independent variable variation. It means R shows how big the contribution of the

independent variable (X) is to up and down dependent variables (Y). In addition


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Newbold, et.al (2003:430) says that. The Coefficient ofdetermination (R2) routinely is

usedasadescriptive statistic todescribe thestrengthof the linearrelationship between

theindependent variablesand thedependent variables.

Theformula that isusedinmultipledeterminationcalculationis:

R2 =? A? A

-

777

7772222 )()( YYnXnX

YXXYn

Tomeasure theproportion (percentage) ofcontributionof thedependent variable

to theindependent variable:

R = Between 0 and 1 or R 1

R = 1 percentagecontribution (X1, X2, X3, and X4) toupanddownvariationif

Y as bigas 100%, it hasnot anotherfactorwhichinfluences Y.

R = 0 regressionnot used toforecast toward Y.

3.4.3 Testing of Classical Assumptions

According toSulaiman (2004:87), amultiplelinearregressionmodelshouldmeet

some basicassumption below:

3.4.3.1 Heteroscedasticity

Models in which the error terms do not all have the same variance are said to

exhibit heteroscedasticity (Newbold, et.al, 2003:508).


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When thisphenomenonispresent, least squareisnot themost efficient procedure

forestimating thecoefficientsoftheregressionmodel. Moreover, theusualprocedurefor

derivingconfidenceintervalsand testsofhypothesesfor thesecoefficientsarenolonger

valid.

Therearesome testsofdetecting Heteroscedasticity:

1. Scatter plot of residuals against an independent variable. A model can be

concludednot apparent ofheteroscedasticity ifthescatterplot doesnot formany

pattern (Sulaiman, 2004:88).

2. Spearman Correlation, highly recommended for a small samples model usually

less than 30 samples. Model is said to be infected by heteroscedasticity if the

spearman coeffifient of correlation has significant value (Sig.


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If no normality is found in the residuals or the actual variables transformation

may beconsidered, unvariednormality doesnot ensuremultivariatenormality, but does

increase the likelihood. Transformations are recommended as a remedy for outliers,

breachesinnormality, non-linearity, andlackofhomoscedasticity.

3.4.3.2 Multicollinearity

Multicollinearity shows the intercorrelatioon of independent variables. R2 is

near1y violate the assumption of noperfect co linearity, while high R2 is increase the

standard errorof the beta coefficients and make assessment of the unique role of each

independent difficult or impossible. To assess multicollinearity, researchers can use

toleranceofVIF, which buildin theregressingofeachindependent onall theothers.

Even when multicollinearity ispresent, note that estimates of the importance of other

variablesin theequation (variables whicharenot collinearwithothers) arenot affected.

According to Ariyanto (2005:38), a model is free from multicollinearity if the

modelmeetsseveralrequirements:

1. Toleranceshould be more than 0.2 thecloser the tolerance is to 1.0, the less the

collinearity.

2. VIF should beless than 10. Thecloserthe VIF is to 1.0 less thecollinearity.

3.4.4 Hypothesis Testing

Inorderto test hypothesis, statisticalanalysissuchas the Ftestand Ttestneed to be

conducted. The Ftestand Ttest areusefulinasituation when theresearchneeds tofindout


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the influenceandcorrelation betweendependent and independent variables. When Fvalue

and tvalueisgainedandcompared to Ftableand ttable, thehypothesiscould beexamined.

3.4.4.1 F Test

A F-test asany statistical test in which the test statistichasan F-distributionifthe

null hypothesis is true. In the simplest case, it is used to examine the effect of some

factors on some outcome. To test the influence between the dependent variable and

independent variables, the Ftest uses a level of significance () = 0.05 or equal to 95%

levelofacceptance.

Ho: = 0

Ha: 0

HoisrejectedifFcount Ftable, IfHoisrejected than Ha will beaccepted.

ThencalculateFas:

RSS1 RSS2

p2 p1

F=

RSS2

n p2

Where,

RSSi = residualsumofsquareofmodeli(p2p1, n p2) = degreeoffreedom

3.4.4.2 T Test


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A T-test isany statisticalhypothesis test in which the test statistichasastudents

distributionifthenullhypothesisis true. It isapplied when thepopulationisassumed to

benormally distributed but thesamplesizesaresmallenough.

To test the correlation between dependent and independent variables, Ttest uses

levelofsignificance = 0.05 orequal to 95% levelofacceptance.

Ho: j = 0

Ha: j 0

Ho = Will berejectediftcount ttable.IfHoisrejected than Haisaccepted.

Thevalueof t isdone by formula:

t = bj-j/sbj

Where, bj = jthvariablecoefficient

j = jth

parameter

sbj = jthstandarddeviation.

CHAPTER IV

RESULT AND DISCUSSION


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This sectionprovides the findings from the analysis and the discussion to describe in

depthofthefindings. Tablesandfiguresareused toprovidedescriptionofthefindings.

4.1 Result

4.1.1 Characteristics of respondents

In thisresearch, thedata wascollectedfromquestionnairesanddistributed to 50

respondents. Thecharacteristicsofrespondentsareclassified basedonage, gender, and

income. Thefollowingis thedescriptionofrespondentsclassification.

4.1.1.1 Respondent Characteristic Based on Gender

Thecharacteristicsofrespondentsis basedongender:maleandfemale (seefigure 5.1)

Figure 4.1.1 Respondent Based on Gender

Source: Data Processed, 2010

Figureaboveshows that 70or35 Studentsoftherespondentsarefemaleand 30or15

30%

70%

Gender

male female


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Studentsaremale. From thequantity andpercentage, it can beseen that theamount of

female respondent is the dominant gender that I was taken the data.However, this

percentages is not representative of all thepopulation of Student Faculty of Economics

because thesampleitselfonly 50 students.

4.1.1.2 Respondent Characteristic Based on Age

In this research, the respondents were distributed fairly in two categories: 20-22 years

old, and 23-24 yearsold (seefigure 5.2)

Figure 4.1.2 Respondent Classification Based on Age


From thefigure, it can beseen that most respondentsis 20-23 yearsold with 84% or 42

84%

16%

Age

20-22 years old 23-24 years old


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persons, followed by those whoare 23 24 yearsold with 8 persons (16%).

4.1.1.3 Respondent Characteristic Based on Income

Thecharacteristicsofrespondentsasclassified basedonincomeareshowninfigure 5.3.

Figure 4.1.3 Respondent classifications based on Income


Thefiguredescribes that 56% or28 Studentsofrespondentshaveanincome < 1 million ,

24% or12 Students haveanincome of1-2,5 millions, and 20% or 10 Studentshavean

incomeof > 2,5 millions

4.2.2 Reliability and Validity of the Research

4.2.2.1 Reliability Test

56%24%

20%

Income

< 1 million 1 - 2.5 millions > 2.5 millions


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Aftercollecting thedatafrom therespondents, thefirst tasktaken was tocode the

answersof therespondentsdirectly intoa cross tabulation table. Thecodingresultsare

presentedin the Appendix.

Thereliability test in thisresearchuses Alpha Cronbach. IfAlphaisless than 0.6

thenit isunreliable. TheinterpretationofAlpha Cronbach(Sekaran, 2003;311) is:

- < 0.6 indicates unsatisfactory internal consistency or consider that the data is

unreliable.

- 0,7 indicates that thedataisacceptable

- 0.8 indicatesgoodinternalconsistency orconsider that thedataresultedisreliable.

Table 4.2.1Reliability Statistics

Cronbach's

AlphaN ofItems

,876 3


In this research, it shows that Alpha Cronbach is 0.876 which is upper the

acceptancelimit of0.6; therefore, theresearchinstrument isreliable.

4.2.2 Validity Test

Beforemoving to thenext stepofanalysis, allvariablesareprioritized to test their


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reliability and validity. This research used Pearson Product Moment Correlation

Coefficient to test the validity of variables. By comparing correlation index in Pearson

Product Moment with significance level of 5%, it can be seen valid or not a research

instrument. If probability of correlation is less than 0.05 (5%) then the research

instrument isstatedasvalid.

Table 4.2.2 Validity Test


From the tableabove, it can beseen that thecorrelationindexisgreater than 0.3

and below thesignificancelevelof5%, therefore, thedataisconsideredasvalid.

4.1.3 Testing the goodness of Fit

4.1.3.1 Coefficient of Multiple Correlation (R) and Coefficient of determination (R2)

Correlations

1.000 .686 .631

.686 1.000 .836

.631 .836 1.000

. .000 .000

.000 . .000

.000 .000 .

50 50 50

50 50 50

50 50 50

SS

CI

SI

SS

CI

SI

SS

CI

SI

Pearson Correlation

Sig. (1-tailed)

N

SS CI SI


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Table 4.2.3 Result of R and R2


The coefficient of correlation (R) is 0.694 meaning the level of relationship

between independent and dependent variable is considered as a substantial positive

relationship. In theotherwords, Cognitive InnovativenessandSensory Innovativeness, as

independents variables and Shopping Style as dependent variable have a substantial

positiverelationship.

The coefficient of determination is identified by R2

= 0.482 which is the

correlation coefficient quadrate (0.694)2

= 0.482. R Square is usually called the

coefficient ofdetermination whichis 0.482 or48.2% that meansShoppingStyleisable to

be explained by Cognitive Innovativeness and Sensory Innovativeness. And the rest

51.8% arecaused by theotherfactors.

4.2.4 Result of Multiple Linear Regression Analysis

TheinterpretationofMultiple LinearRegression Analysisisshownin table4.1.4

Model Summaryb

.694 a .482 .460 .59090 .482 21.890 2 47 .000 2.211

Model

1

R R Square

Adjusted

R Square

Std. Error of

the Estimate

R Square

Change F Change df1 df2 Sig. F Change

Change Statistics

Durbin-

Watson

Predictors: (Constant), SI, CIa.

Dependent Variable: SSb.


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Table 4.2.4

Multiple Linear Regression Analysis Output


The Multiple Linear Regression model is used to determine the influence of

severalindependent variablesonadependent variable. Hereiscomputed theinfluenceof

Cognitive Innovativeness and Sensory Innovativeness on the Shopping Style. The

computation has done by using the SPSS 13.0 software. Computerized calculation

ensures theaccuracy of theanalysis. Theanalysisoutput isdescribedin table 4.2.4 From

theresult ofthe tableabove, themodelisdefinedas:

Y = 1.395 + 0.487X1+ 0.139X2

where :

Y : Shopping Style

X1 : Cognitive Innovativeness

X2 : Sensory Innovativeness

Coefficientsa

1.395 .377 3.697 .001

.487 .177 .526 2.755 .008

.139 .138 .192 1.003 .321

(Constant)

CI

SI

Model

1

B Std. Error

Unstandardized

Coefficients

Beta

Standardized

Coefficients

t Sig.

Dependent Variable: SSa.


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1. Constant (E) 1.395 shows the influence to relationship between Cognitive

Innovativeness (X1) andSensory Innovativeness (X2) factors toShoppingStyle

factors (Y), this means that if all independent variables are equal to zero,

ShoppingStylefactor(Y) ispredicted to be 1.395.

2. If the others are constant, an increase of onepoint in Cognitive Innovativeness

factor (X1) willresult in anaverage increaseofat least 0.487 inShoppingStyle

factor(Y).

3. If the others are constant, an increase of one point in Sensory

Innovativenessfactor (X2) will result in an average increase of at least 0.139 in

ShoppingStylefactor(Y).

4.1.5 Result of Classical Assumption

4.1.5.1 Multicollinearity

This test is done by determining the tolerance and VIF value. This value is

computed by SPSS 13.0 softwareasshownin table 4.1.5.1


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Table 4.5.1Multicollinearity Test

Coefficients(a)

Model

Collinearity

Statistics

Tolerance VIF

1

Constant

CI .926 1.080

SI .298 1.076

a. Dependent Variable : SS


Sinceall the tolerance value is more than 2.0 and the VIF value is less than 10,

themodelconcluded to befreefrommulticollinearity.Basedon table 4.1.5.1 shows the

toleranceof Cognitive Innovativeness 0.926 and VIF is1.080, Sensory Innovativeness is

0.298 and VIF 1.076. All the valuesof tolerance in independent variableare more than

0.90 and VIF isless than 5. It proves that thismodelisfreefrommulticollinearity.

4.1.5.2 Heteroscedasticity

In thefigure 4.5.2 wereshown theresult ofheteroscedasticity test.


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Figure 4.5.2

Heteroscedasticity Test Output


Figure 4.5.2. shows that the dots spreading in 0. This proves that the model is

heteroscedasticity.

4.1.5.3 Normality

To identify the normality test, the figure 4.1.5.3 willshow thegraphicresult for

thenormality test.

43210-1-2-3

Regression Standardized Residual

2

1

0

-1

-2

-3

-4RegressionStandardizedPredicted

Value

Dependent Variable: SS

Scatterplot


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Figure 4.5.3

Normality Test Output


Figure 4.5.3 shows that the data that is represented by the dots are

spreadingnearfollowing thedirectionof thediagonalline. Thisproves that themodelis

passing thenormality test.

1.00.80.60.40.20.0

Observed Cum Prob

1.0

0.8

0.6

0.4

0.2

0.0

E

xpectedCumProb

Dependent Variable: SS

Normal P-P Plot of Regression Standardized Residual


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4.1.6 Hypothesis Testing

Thisresult isintended todetermine theinfluenceofCognitive Innovativenessand

Sensory Innovativeness on the Shopping Style a dependent variable partially and

simultaneously. The F-test used todetermine thesimultaneouseffect, while the T-test is

used to determine the partial effect of each independent variable to the dependent

variable.

4.1.6.1 F-test

Thesimultaneous test (F-test) wasconducted toidentify theindependent variables

which consist of Cognitive Innovativeness (X1) andSensory Innovativeness (X2)onthe

ShoppingStyle (Y)simultaneously.

Table 4.6.1

Simultaneous Test (F-test) Output


ANOVAb

15.2

2 7.

4

21.

9

.

16.411 47 .

49

1.697 49

R

r

i

R

i

u

l

T

t

l

M

l

1

Su

f

Squ

r

f M

Squ

r

F Si

.

r

i

t

r : (

t

t), SI,

I

.

D

p

t V

ri

bl

: SSb.


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45

H0:F1=F2=0 (Cognitive Innovativeness (X1) andSensory Innovativeness (X2) have any

influenceson theShoppingStyle (Y)simultaneously).

H1:F1=F20 (Cognitive Innovativeness (X1) andSensory Innovativeness (X2) have any

influenceson theShoppingStyle (Y) particularly).

If:

Fvalue> FtableReject H0

Fvalue< Ftable Accept H0

By using thelevelofsignificanceof0.05 (E = 0.05) anddegreeoffreedom (df) =

2;found:

21.890 > 8.58

Since the Fvalue isgreater than Ftable, H0rejectedand H1 isaccepted, whichmeans

Cognitive Innovativeness and Sensory Innovativeness influence theShopping

Style,simultaneously. Thereby, hypothesis 1 isaccepted.

4.1.6.2 T-test

Table 4.6.2

Coefficientsa

1.395 .377 3.697 .001

.487 .177 .526 2.755 .008

.139 .138 .192 1.003 .321

(Constant)

CI

SI

Model

1

B Std. Error

Unstandardized

Coefficients

Beta

Standardized

Coefficients

t Sig.

Dependent Variable: SSa.


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The partial test (t-test) was conducted to identify the relation between

independent variableanddependent variablepartially orindividually. Inconducting t-test

will beused table 4.1.6.2 above.

From table were found the tvalue for each independent variable, which for

Cognitive Innovativeness (X1) tvalue = 2.755and ttable = 2.01 which tvalue> ttable = 2.755>

2.01. Therefore, H0isrejectedand H1isaccepted whichmeans Cognitive Innovativeness

significantly influences Shopping Style. The analysis shows that generally Cognitive

Innovativeness willimproveorevendecrease theShoppingStyle.

ForSensory Innovativeness (X2) the tvalue = 1.003with the same , ttable = 2.01

which tvalue< ttable = 1.003


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About theageofrespondent, most respondentsis 20-23 yearsold with 84% or 42

persons, followed by those whoare 23 24 yearsold with 8 persons (16%). It isshowed

that, age between 20 23 yearsisaproductiveagefortryingsomethingnew forexpress

their self in fashion. They have courage for beingdifferent as longas match with their

personalattitude.

The respondent pocket money showed that 56% or 28 Students of respondents

havean income < 1 million, 24% or 12 Studentshavean incomeof 1-2,5 millions, and

20% or 10 Students have an income of > 2,5 millions. It is happen because, 56%

respondent money isdependingof theirparents financial. It willpossible if their takea

part time job.

As wecanseein thereallife, nowadaysstudentsare wants touse the

innovativeness that could beusefulin theirlife. Innovativenessishow they canget the

new experience tochoose thenew brandorexistingproduct.Related to thisresearch,

Cognitive InnovativenesshasinfluenceStudent ShoppingStyleat Faculty ofEconomic

SamRatulangi. Fromquestionnairesfounds that somerespondents werein termsof

shoppingstyle, they inclined tochoosecognitiveinnovativeness becausemost ofstudent

toshow they shoppingstylesuch as quality of the product. Student of faculty of

Economics are priority and the high recommendation to student chosen when they

to shopping styling.

Most another reason why Student likes to Cognitive Innovativeness is

because the student is always to follow the trend of fashion style. So student are

follow the trends ofstudents who are in their shopping style. From questionnaire


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found that most of respondents that agree with thatstatement are form student

female. In shopping center Manado, there are many provide product and need of

fashion available such asT-shirt,shirt, dress,shoes, pants, bags, etc.

Cognitive Innovativeness related to the increasing of Shopping Style. Based on

SPSSanalysis, an increase in Cognitive Innovativeness leads toexpectedin increaseof

in Shopping Style. It means that Cognitive Innovativeness is the factor that gives the

positiveinfluence to theincreasingofShoppingStyle.

In Cognitive Innovativeness the student inclined to had aprice consciousness.

They dont to concerned theprice, because in their mindset of student the quality of

product is the number 1 when they purchasing theproduct. Price is only one of the

several costs faced by shoppers. Otherpurchase related costs include the time spent

shopping, displacement costs, emotional costs. However, price is thecost that shoppers

can best determine, and thusplaysanimportant rolein theirdecision.

For example, in a recentstudy ofshoppersselection of an outlet at which to make a

purchase, price was consistently stated as a major influencing factor GfK, Shopping

Monitor (2000). Such a finding is consistent with the feelings of retailers

themselves, who indicate price is an importantselection criterion for shoppers

Agrdi andB

auer (2

000).

Why Cognitive innovativeness has the mostsignificant influence to Student

Shopping Style? The answer is very clearly as that already explain above which is

because the shopping style is the part of lifestyle of the student at Faculty of


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Economics SamRatulangi Manado. More detail that basically, a culture of people in

Manado that have a influence to decision to studentshopping style.

There are some reason why cognitive Innovativeness to influence Student

Shopping Style. First, the people of Manado especially Student of Faculty of

Economic Manadothey loves fashion, always follow a new trend and they want to be

a trendsetter at the another Faculty in SamRatulangi Manado. Secondly,the culture

of Manado people also has influence to shopping style. Most of people in Manado

they has a priority of fashion. In Manado people thought they must has a good

impression when they experimentally with their own style.Third, the behavior of

Student. They put a side the price but the important is they can show to other

people that they can able to buying high class fashion.

In thisResearch, actually thestudent more thanlike toquality foraproduct. They

concernabout thequality itself, and then no matter they will tospend the money, that

has in thought just a quality of theproduct and the comfortable theproduct itself. On

other hand, the brand its not a prime for a Student, but how theproduct can give a

comfort ability when they wearing theproduct.


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CHAPTER V

CONCLUSION AND RECOMMENDATION

In thischapter, therearesomeconclusionsof theresearchandrecommendation

that can beusefulforstudents.

6.1 Conclusion

After examining the findings and discussing them, the writer finally arrived at

someconclusionsin thisresearch.

1. Cognitive Innovativeness andSensory Innovativenessare elements have

substantialpositiveinfluence to theShoppingStyle.

2. The most significant element that influences Shopping Style is Cognitive

Innovativeness.

3. Thefindingsare, Y = 1.395 + 0.487 X1+ 0.139 X2,meaning that anincreaseofone

unit of change in Cognitive Innovativeness (X1), leads to an increase of 0.487

unitsofchange in theShoppingStyleas Y, an increaseofoneunit ofchange in

Sensory Innovativeness (X2), leads to expected in increase of 0.139 units of

changein theShoppingStyleas Y.


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6.2 Recommendation

This thesis was done with hope that it can be a contribution. There are some

limitations in this thesis research but it represents some of the Student of Faculty of

Economics SamRatulangi University Manado. The following are recommendations as

input that hopefully can beusefulassuggestions.

1. Cognitive Innovativeness factor has the strongest influence on the Shopping

Style, whichstateinclined toshow shoppingstylessuchasquality consciousness,

price consciousness, and confusion by over choice. Thus theproducer should

improve the quality and price consciousness in order to increase students

shopping style. Theproducer when they make a new product, they must

seen bout theprice without toimprove thequality of theproduct. Because

the budget of student sometimes not allowed to reach theproduct in the

store.So, fortheproducerhave toarrange theprice theproduct.

2. Theproduceralsoshouldhave innovation toincreaseconsumers innovativeness

of student shopping style. They should have a developing theproduct even the

prices ofproduct is cheap, but thestudent can feel goodand comfortable when

they wearing theproduct.


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BIBLIOGRAPHY

Hanna, N., and Wozniak, R., Consumer Behavior an Applied Research, New Jersey:

Prentice Hall.

J. Paul Peterand Jerry C. Olson. ConsumerBehaviorand MarketingStrategy (7th

Ed.)

p.6: McGraw-Hill Irwin

Kotler, Philipand Amstrong, Gary (2001) Principles OfMarketing (9th

Ed.) : Prentice

Hall International, Inc.

Kotler, Philip, (2003),Marketing Management, 11thedition, New Jersey:

Pearsoneducation, Inc.

Kotler, Armstrong, (2004),Principles of Marketing, 10thedition, New Jersey:

Pearsoneducation, Inc.

Kotler, Philip.; Kevin Lane Keller(2006).Marketing Management, 12thed.. Pearson

Prentice Hall. ISBN 0-13-145757-8.

Saaty, T. L. (1980).The Analytic Hierarchy Process McGraw Hill, Inc.

Sekaran,Uma, (2003), Research Method for Business A Skill-Building Approach, (3rd

Ed.): John Wiley & Sons, Inc, USA


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Hanna, N., and Wozniak, R., ConsumerBehavioran AppliedResearch, New Jersey:

Prentice Hall

J. Paul Peterand Jerry C. Olson.ConsumerBehaviorandMarketingStrategy (7th

Ed.) p.6: McGraw-Hill Irwin

Schiffman, Kanuk(2007)ConsumerBehavior(ninth Ed.): Pearson International

Edition.


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APPENDIX


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KUISIONER

I. PENDAHULUAN

y JudulpenelitianAnalyzing Consumer Innovativeness to StudentShopping Style at Faculty of Economy SamRatulangi University

Manado

y Pernyataan-pernyataandi bawahini bertujuanuntukmengumpulkandata yangakandigunakandalamprosespenelitian, dimanahasilnya

nantidapat memberikanmanfaat bagipenelitidanmahasiswa

y Untukmaksud tersebut, dimhonkesedianandauntukmenjawabpernyataan-pernyataandi bawahini.

II. PETUNJUK

y Dimohnuntukmemberi tanda() padakolom jawaban.y Informasi:

Pilih 1 = Bilaandasangat tidak setujudenganperyataan

Pilih 2 = Bilaandatidak setujudenganpernyataan

Pilih 3 = Bilaandatidak yakin/ragu-ragudenganpernyataanPilih 4 = Bilaandasetuju denganpernyataan

Pilih 5 = Bilaandasangat setujudenganpernyataan

III. IDENTITASRESPONDENT

1. Jeniskelamin:

( ) Laki-laki ( )Perempuan

2. Umur:..Tahun3. PendapatanperBulan/uangsaku:

( ) < Rp. 1 Juta ( ) Rp. 1 juta- 2,5 juta

( ) >diatas 2,5 juta


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X1. Cognitive Innovativeness (kecenderungan menunjukan gaya berbelanja)

1 2 3 4 5

1. Saya membeli baju karena kualitas

2. Saya membeli baju tidak

mementingkan harga

3. Saya Bingung memilih karena banyak

pilihan

4. Memiliki dana khusus untuk membeli

baju5. Saya membeli baju karena trend

X2. Sensory Innovativeness (kecenderungan memiliki gaya berbelanja)

1 2 3 4 5

1. Saya memilih baju karena bermerek

2. Saya selalu melihat gaya penampilan

artis dan melihat di TV

3. Saya membeli baju mengikuti kata hati

4. Saya membeli baju loyal pada merek

tertentu

5. Saya membeli baju karena pengaruh

lingkungan social


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Y = Shopping Style

1 2 3 4 5

1. Saya selalu mengikuti trend yang ada

2. Saya membeli baju karena kebutuhan

3. Saya membeli baju karena mengikutiteman

4. Saya memakai uang saku untuk

membeli baju5. saya sering membeli baju kalau diskon

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