ANALISIS PENGGUNA SECONDHAND PRODUCT DARI SISI LIFESTYLE, BRAND, PERCEIVED VALUE DAN PRICE FAIRNESS DI SAMARINDA --

RINGKASAN
Penelitian ini bertujuan untuk menganalisa pengguna secondhand product dari
sisi lifestyle, brand, perceived value dan price fairness di Samarinda. Penelitian ini
menggunakan kuesioner dengan sampel sebanyak 150 pengguna secondhand product
di Kota Samarinda. Penelitian ini menggunakan pendekatan kuantitatif dengan path
analysis yang diolah dengan software IBM SPSS Statistic 23 dan Structural Equation
Modeling (SEM) dengan software AMOS 23. Dalam penyebaran kuesioner peneliti
menggunakan teknik pengambilan sampel yaitu accidental random sampling. Skala
pengukuran yang digunakan pada penelitian ini menggunakan skala likert dengan skor
1 sampai dengan 5. Didalam penelitian ini peneliti melakukan uji instrumen yaitu uji
validitas dan uji reliabilitas serta uji asumsi klasik seperti uji normalitas dan uji
multikolinearitas yang kemudian dilakukan uji estimasi dan uji structural model fit.
Berdasarkan model struktural dapat dibuktikan bahwa lifestyle, brand, purchase
intention, dan price fairness berpengaruh signifikan terhadap attitude; perceived value
dan price fairness berpengaruh signifikan terhadap purchase intention; perceived value
dan price fairness berpengaruh signifikan terhadap purchase decision, pada pengguna
secondhand product di Kota Samarinda. Lifestyle, brand, dan attitude berpengaruh tidak
signifikan terhadap purchase intention; lifestyle, attitude, dan purchase intention
berpengaruh tidak signifikan terhadap purchase decision pada pengguna secondhand
product di Kota Samarinda.
Kata Kunci: Attitude, Brand, Lifestyle, Perceived Value, Price Fairness, Purchase
Decision, Purchase Intention, Secondhand Product.
ABSTRACT
This study aims to analyze used product users in terms of lifestyle, brand,
perceived value and price fairness in Samarinda. This study used a questionnaire
with a sample of 150 used goods users in Samarinda City. This study used a
quantitative approach with path analysis processed with IBM SPSS Statistics 23
software and Structural Equation Modeling (SEM) with AMOS 23 software. In
distributing the questionnaires the researcher used a sampling technique, namely
accidental random sampling. The measurement scale used in this study uses a
Likert scale with a score of 1 to 5. In this study the researchers conducted instrument
tests, namely validity tests and reliability tests as well as classical assumption tests
such as normality tests and multicollinearity tests, which were then tested by
estimation and structural fit model tests.
Based on the structural model, it can be proven that lifestyle, brand,
purchase intention, and price fairness have a significant effect on attitude; perceived
value and price fairness have a significant effect on purchase intention; Perceived
value and price fairness have a significant effect on purchasing decisions for used
goods users in Samarinda City. Lifestyle, brand, and attitudes have no significant
effect on purchase intention; Lifestyle, attitudes, and purchase intentions have no
significant effect on purchasing decisions for used goods users in Samarinda City.
Keywords: Attitude, Brand, Lifestyle, Perceived Value, Price Fairness, Purchase
Decision, Purchase Intention, Secondhand Product.