PENGARUH HUBUNGAN ANTARA SOCIAL CONSUMPTION MOTIVATION DENGAN OPINION LEADERSHIPTERHADAP MATERIALISM (Studi Kasus Konsumen Ciputra Mall Semarang)
PENGARUH HUBUNGAN ANTARA SOCIAL CONSUMPTION MOTIVATION DENGAN OPINION LEADERSHIPTERHADAP MATERIALISM (Studi Kasus Konsumen Ciputra Mall Semarang)
Abstract
Tujuan utama dari penelitian ini adalah untuk menguji hubungan antara social
consumption motivation dan opinion leadership dengan materialism. Dalam penelitian ini respondennya adalah individu yang senang membeli barang mewah. Penelitian ini mengambil sampel sebanyak 96 orang yang merupakan konsumen Ciputra Mall, yang diambil dengan metode Random Sampling (Sampel Acak). Data penelitian dikumpulkan melalui metode kuesioner yang meminta tanggapan responden atas social consumption motivation dan opinion leadership terhadap materialism. Kuesioner sebelumnya telah dilakukan pengujian validitas dan reliabilitas untuk mendapatkan kuesioner yang baik.
Hasil penelitian ini mendapatkan bahwa uji “t”, variabel social consumption motivation mempunyai pengaruh positif dan signifikan terhadap materialism (t hitung =
5.786 > t tabel 1.985). Variabel opinion leadership juga mempunyai pengaruh positif dan
signifikan terhadap materialism berdasarkan uji “t” dimana diperoleh nilai (t hitung =
1.987 > t tabel 1.985). Pengujian pengaruh variabel bebas secara bersama-sama
menunjukkan bahwa secara simultan social consumption motivation dan opinion
leadership mempunyai pengaruh yang positif dan signifikan terhadap materialism dalam berbelanja di Ciputra Mall diperoleh nilai (F hitung = 30.352 > F tabel 3.09).
Hasil perhitungan regresi dapat diketahui bahwa koefisien determinasi (adjusted R2) yang diperoleh sebesar 0.795. Hal ini berarti 79.5 % materialism dipengaruhi oleh social consumption motivation dan opinion leadership, sedangkan sisanya yaitu 20.5 % materialism dipengaruhi oleh variabel-variabel lainnya yang tidak diteliti dalam penelitian ini.
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