BINUS BUSINESS SCHOOL BINUS UNIVERSITY. Strategic Marketing Major Magister of Management Thesis July 2008

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1 BINUS BUSINESS SCHOOL BINUS UNIVERSITY Strategic Marketing Major Magister of Management Thesis July 2008 ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI PERSEPSI KONSUMEN DALAM PEMILIHAN BIRO PERJALANAN UMROH DAN HAJI KHUSUS Mohammad Savier Azmy ( ) Ringkasan Eksekutif Tujuan Penelitian. Mengidentifikasi faktor-faktor yang mempengaruhi persepsi konsumen dalam pemilihan Biro Perjalanan Umroh dan Haji Khusus dengan moderating variabel Experience of Hajj and Umra. Faktor-faktor yang diidentifikasi adalah Brand Equity, Guide, Reference, Quality Offering, Confidence Benefit, Spesial Treatment Benefit, Social Benefit, Religious Congruence sebagai variabel independen, dan Perceived Comfort, Perceived Affiliation sebagai variabel dependen. Metode. Metode yang akan digunakan adalah metode Faktor Analisis dan Regresi Linear dengan menggunakan software SPSS Hasil Penelitian. Setelah mengulang analisis faktor dengan melakukan rotasi, maka terbentuk 3 faktor, yang terdiri dari: Faktor Attributes : Brand Equity, Guide, Reference, Quality Offering dan Confidence Benefit Faktor Search of Community : Religious Congruence dan Perceived Affiliation. iv

2 Faktor Exclusivity : Special Treatment dan Perceived Comfort Variabel Brand Equity, Reference, Quality Offering, Confidence Benefit dan Special Treatment Benefit terbukti mempengaruhi variabel Perceived Comfort. Sedangkan variabel Guide tidak terbukti mempengaruhi variabel Perceived Comfort. Variabel Religious Congruence terbukti mempengaruhi variabel Perceived Affiliation. Sedangkan variabel Social Benefit tidak terbukti mempengaruhi variabel Perceived Affiliation. Variabel Guide, Quality Offering dan Confidence Benefit bagi konsumen yang sudah berpengalaman melaksanakan ibadah umroh dan haji khusus (Experience of Hajj & Umra) tidak terbukti lebih mempengaruhi Perceived Comfort, dibandingkan dengan konsumen yang belum berpengalaman melaksanakan ibadah umroh dan haji khusus menggunakan Biro Perjalanan Umroh dan Haji Khusus. Variabel Social Benefit bagi konsumen yang sudah berpengalaman melaksanakan ibadah umroh dan haji khusus (Experience of Hajj & Umra) tidak terbukti lebih mempengaruhi Perceived Affiliation, dibandingkan dengan konsumen yang belum berpengalaman melaksanakan ibadah umroh dan haji khusus menggunakan Biro Perjalanan Umroh dan Haji Khusus. v

3 KATA PENGANTAR Dengan menyebut nama Allah Yang Maha Pengasih dan Penyayang, segala puji hanya kepada Allah SWT, karena atas Cinta dan Petunjuk-Nya maka penulis dapat menyelesaikan tesis ini. Penulisan tesis yang berjudul Analisa Faktor-faktor yang Mempengaruhi Persepsi Konsumen Dalam Pemilihan Biro Perjalanan Umroh dan Haji Khusus. disusun untuk memenuhi persyaratan kelulusan Sarjana Strata Dua pada jurusan Manajemen konsentrasi Pemasaran Stratejik, Binus Business School. Keberhasilan dalam penulisan dan penyusunan karya akhir ini tidak terlepas dari bantuan dan dukungan berbagai pihak. Pada kesempatan ini, penulis ingin mengucapkan terima kasih yang sebesar-besarnya kepada: 1. Kedua orang tua tercinta, H. Ansory Anwar dan Hj. Nahdiah Hidayati Chalid, serta adikku Savira Miranti, atas cinta, kasih sayang, dan segalanya yang telah diberikan kepada penulis. 2. Asnan Furinto, MBA. selaku dosen pembimbing, atas waktu, sumbangan pikiran, saran, dukungan moril, serta bantuan lainnya sehingga tesis ini dapat diselesaikan. 3. Amalia Maulana, Ph.D. selaku ketua program dan koordinator tesis jurusan Strategic Marketing, atas bantuan, petunjuk dan perhatiannya terhadap perkembangan tesis penulis. 4. Seluruh Dosen Binus Business School, terutama dosen-dosen jurusan Strategic Management yang telah membimbing penulis selama ini. 5. Seluruh rekan-rekan Binus Business School, khususnya, Ridwan, Ade, Muli, Awi, Dani, Putut, Andre, Victor, Bayu, Oli, Wage, Arga, Dimas, Pak Teguh, Ales, Adrian, Donny, Tjong, dan Pak Rimba, atas kuliah yang menyenangkan dan takkan pernah terlupakan. vi

4 6. Tim Konferensi Meja Kotak, Deddy, Wina, Uthe dan Hana, atas persahabatan yang kocak, tulus dan sangat unik. 7. Sahabat-sahabat DM 45, FE USAKTI 95, Satgas FE USAKTI, GEFI, Indosat, gank KW, PC. GP.ANSOR Jakarta Selatan, dan semua teman-teman yang tidak mungkin disebutkan di sini satu-persatu. Terima kasih atas pengalaman dan pelajaran hidup paling berharga yang telah kalian berikan. 8. Keluarga besar KH. DR. Idham Chalid, dan keluarga besar (alm) KH. Djalal Sidiq, atas bimbingan, nasehat serta bantuan yang telah diberikan. 9. Cahaya hidupku, Halida Dwina Sari (si cantik ;p), atas cinta, kasih sayang, motivasi, dan canda tawa, yang membuat pengerjaan tesis ini menjadi begitu menyenangkan, dan kepada keluarga Dr. Hasan Samusir, Sp.OG., atas segala kebaikan dan pengertiannya. Akhir kata, penulis berharap penelitian ini dapat bermanfaat bagi berbagai kalangan, termasuk dunia bisnis dan akademis. Segala kritik dan saran termasuk penelitian lanjutan amat diharapkan demi berkembangnya ilmu pengetahuan dan wawasan yang memberikan manfaat terhadap orang banyak. vii

5 DAFTAR ISI Halaman Judul. i Persetujuan Pembimbing. ii Ringkasan Eksekutif.. iv Kata Pengantar. vi DAFTAR ISI.. vii DAFTAR TABEL.... xi DAFTAR GAMBAR... xvi BAB 1 PENDAHULUAN Latar Belakang Rumusan Permasalahan Tujuan Dan Manfaat Penelitian Pengembangan Hipotesis Ruang Lingkup Penelitian 5 BAB 2 LANDASAN TEORI Profil Biro Perjalanan Wisata Umroh dan Haji Khusus Brand Biro Perjalanan Umroh dan Haji Khusus Pemasaran (marketing) Perilaku Konsumen (consumer behavior) Proses Pembelian Konsumen (Consumer Buying Process) Brand Equity Guide Reference Quality Offering Confidence Benefit Social Benefit Special Treatment Benefit Religious Congruence Perceived Comfort Perceived Affiliation viii

6 BAB 3 METODOLOGI Model Penelitian Hipotesis Penelitian Brand Equity Guide Reference Quality Offering Confidence Benefit Social Benefit Special Treatment Benefit Religious Congruence Guide Experience of Hajj & Umra Quality Offering Experience of Hajj & Umra Confidence Benefit Experience of Hajj & Umra Social Benefit Experience of Hajj & Umra Metodologi Penelitian Populasi Sampel Teknik Skala Teknik Sampling Ukuran Sampling BAB 4 PENGOLAHAN DAN ANALISIS DATA Karakteristik Responden Jenis Kelamin Usia Usia Responden yang Sudah Umroh atau Haji Khusus Usia Responden yang Belum Umroh atau Haji Khusus Status Pernikahan Level Pendidikan Pekerjaan Pengeluaran Per Bulan Pengalaman Umroh & Haji Khusus ix

7 Biro Perjalanan Umroh & Haji Khusus yang Diketahui Biro Perjalanan Umroh & Haji Khusus yang Digunakan Frekuensi Umroh Frekuensi Haji Khusus Terakhir Menggunakan Jasa BPUH Uji Reliabilitas dan Validitas Pertanyaan dan Nilai Rata-rata Analisis Faktor Analisis Statistik dengan Uji Regresi Uji Regresi Brand Equity Perceived Comfort Uji Regresi Guide Perceived Comfort Uji Regresi Reference Perceived Comfort Uji Regresi Quality Offering Perceived Comfort Uji Regresi Confidence Benefit Perceived Comfort Uji Regresi Social Benefit Perceived Affiliation Uji Regresi Special Treatment Benefit Perceived Comfort Uji Regresi Religious Congruence Perceived Affiliation Uji Regresi Guide Experience- Perceived Comfort Uji Regresi Quality Offering Experience- Perceived Comfort Uji Regresi Confidence Benefit Experience- Perceived Comfort Uji Regresi Social Benefit Experience- Perceived Affiliation Ringkasan Hasil Pengujian BAB 5 KESIMPULAN DAN SARAN Kesimpulan Hipotesis ` 5.2. Saran-saran Implikasi Manajerial Keterbatasan Penelitian Saran Untuk Penelitian Selanjutnya DAFTAR PUSTAKA DAFTAR RIWAYAT HIDUP LAMPIRAN x

8 DAFTAR TABEL Tabel 2.1 PIHK yang berhak menyelenggarakan ibadah Haji Tabel 4-1 Frekuensi Jenis Kelamin Tabel 4-2 Frekuensi Usia Responden Tabel 4-3 Frekuensi Usia Responden Sudah Umroh atau Haji Khusus Tabel 4-4 Frekuensi Usia Responden Belum Umroh atau Haji Khusus Tabel 4-5 Frekuensi Status Pernikahan Tabel 4-6 Frekuensi Level Pendidikan Tabel 4-7 Frekuensi Pekerjaan Tabel 4-8 Frekuensi Pengeluaran per Bulan Tabel 4-9 Frekuensi Pengalaman Umroh dan Haji Khusus Tabel 4-10 Frekuensi Biro Perjalanan Umroh & Haji Khusus yang Diketahui Tabel 4-11 Biro Perjalanan Umroh & Haji Khusus yang Digunakan Tabel 4-12 Frekuensi Umroh Tabel 4-13 Frekuensi Haji Khusus Tabel 4-14 Pengalaman Terakhir Umroh atau Haji Khusus Tabel 4-15 Uji Reliabilitas Tabel 4-16 Ringkasan Hasil Uji Reliabilitas Tabel 4-17 Uji Validitas KMO & Bartlett s Test Tabel 4-18 Ringkasan Hasil Uji Validitas (n = 30) Menggunakan SPSS Tabel 4-19 Pertanyaan dan Nilai Rata-rata Tabel 4-20 Memilih Variabel yang Layak Tabel 4-21 Analisis Faktor KMO and Bartlett s Test Tabel 4-22 Analisis Faktor Anti-Image Matrics Tabel 4-23 Analisis Faktor Total Variance Explained Tabel 4-24 Analisis Faktor Communalities Tabel 4-25 Analisis Faktor KMO and Bartlett s Test (2) Tabel 4-26 Analisis Faktor Anti-Image Matrices (2) Tabel 4-27 Analisis Faktor Communalities (2) Tabel 4-28 Analisis Faktor Total Variance Explained (2) xi

9 Tabel 4-29 Analisis Faktor Component Matrix (2) Tabel 4-30 Analisis Faktor KMO and Bartlett s Test (3) Tabel 4-31 Analisis Faktor Anti-image Matrices (3) Tabel 4-32 Analisis Faktor Communalities (3) Tabel 4-33 Analisis Faktor Total Variance Explained (3) Tabel 4-34 Analisis Faktor Rotated Component Matrix Tabel 4-35 Component Transformation Matrix Tabel 4-36 Descriptive Statistics Brand Equity-Perceived Comfort Tabel 4-37 Correlations Brand Equity- Perceived Comfort Tabel 4-38 Brand Equity-Perceived Comfort Metode Enter Tabel 4-39 Brand Equity-Perceived Comfort Model Summary Tabel 4-40 Brand Equity-Perceived Comfort ANOVA Tabel 4-41 Brand Equity- Perceived Comfort Coefficients Tabel 4-42 Guide-Perceived Comfort Descriptive Statistics Tabel 4-43 Guide-Perceived Comfort Correlations Tabel 4-44 Guide-Perceived Comfort Variables Entered Tabel 4-45 Guide-Perceived Comfort Model Summary Tabel 4-46 Guide-Perceived Comfort ANOVA Tabel 4-47 Guide-Perceived Comfort Coefficients Tabel 4-48 Reference-Perceived Comfort Descriptive Statistics Tabel 4-49 Reference-Perceived Comfort Correlations Tabel 4-50 Reference-Perceived Comfort Variables Entered Tabel 4-51 Reference-Perceived Comfort Model Summary Tabel 4-52 Reference-Perceived Comfort ANOVA Tabel 4-53 Reference-Perceived Comfort Coefficients Tabel 4-54 Quality Offering-Perceived Comfort Descriptive Statistics Tabel 4-55 Quality Offering-Perceived Comfort Correlations Tabel 4-56 Quality Offering Variables Entered Tabel 4-57 Quality Offering Model Summary Tabel 4-58 Quality Offering-Perceived Comfort ANOVA Tabel 4-59 Quality Offering-Perceived Comfort Coefficients xii

10 Tabel 4-60 Confidence Benefit-Perceived Comfort Descriptive Statistics Tabel 4-61 Confidence Benefit-Perceived Comfort Correlations Tabel 4-62 Confidence Benefit-Perceived Comfort Variables Entered Tabel 4-63 Confidence Benefit-Perceived Comfort Model Summary Tabel 4-64 Confidence Benefit- Perceived Comfort ANOVA Tabel 4-65 Confidence Benefit-Perceived Comfort Coefficients Tabel 4-66 Social Benefit-Perceived Affiliation Tabel 4-67 Social Benefit-Perceived Affiliation Correlations Tabel 4-68 Social Benefit-Perceived Affiliation Variables Entered Tabel 4-69 Social Benefit-Perceived Affiliation Model Summary Tabel 4-70 Social Benefit-Perceived Affiliation ANOVA Tabel 4-71 Social Benefit-Perceived Affiliation Coefficients Tabel 4-72 Special Treatment Benefit-Perceived Comfort Descriptive Statistics Tabel 4-73 Special Treatment Benefit-Perceived Comfort Correlations Tabel 4-74 Special Treatment Benefit-Perceived Comfort Variables Entered Tabel 4-75 Special Treatment Benefit-Perceived Comfort Model Summary Tabel 4-76 Special Treatment Benefit-Perceived Comfort ANOVA Tabel 4-77 Special Treatment Benefit-Perceived Comfort Coefficients Tabel 4-78 Religious Congruence-Perceived Affiliation Descriptive Statistics Tabel 4-79 Religious Congruence-Perceived Affiliation Correlations Tabel 4-80 Religious Congruence-Perceived Comfort Variables Entered Tabel 4-81 Religious Congruence-Perceived Comfort Model Summary Tabel 4-82 Religious Congruence-Perceived Comfort ANOVA Tabel 4-83 Religious Congruence-Perceived Comfort Coefficients...90 Tabel 4-84 Guide-Experience of Hajj & Umra Descriptive Statistics Tabel 4-85 Guide-Experience of Hajj & Umra Correlations Tabel 4-86 Guide-Experience of Hajj & Umra Variables Entered Tabel 4-87 Guide-Experience of Hajj & Umra Model Summary Tabel 4-88 Guide-Experience of Hajj & Umra ANOVA Tabel 4-89 Guide-Experience of Hajj & Umra Coefficients...93 Tabel 4-90 Guide-No Experience of Hajj & Umra Descriptive Statistics xiii

11 Tabel 4-91 Guide-No Experience of Hajj & Umra Correlations Tabel 4-92 Guide-No Experience of Hajj & Umra Variables Entered Tabel 4-93 Guide-No Experience of Hajj & Umra Model Summary Tabel 4-94 Guide-No Experience of Hajj & Umra ANOVA Tabel 4-95 Guide-No Experience of Hajj & Umra Coefficients Tabel 4-96 Quality Offering-Experience of Hajj & Umra Descriptive Statistics Tabel 4-97 Quality Offering-Experience of Hajj & Umra Correlations Tabel 4-98 Quality Offering-Experience of Hajj & Umra Variables Entered Tabel 4-99 Quality Offering-Experience of Hajj & Umra Model Summary Tabel Quality Offering-Experience of Hajj & Umra ANOVA Tabel Quality Offering-Experience of Hajj & Umra Coefficients Tabel Quality Offering-No Experience of Hajj & Umra Descriptive Statistics Tabel Quality Offering-No Experience of Hajj & Umra Correlations...99 Tabel Quality Offering- NoExperience of Hajj & Umra Variables Entered Tabel Quality Offering-No Experience of Hajj & Umra Model Summary Tabel Quality Offering-No Experience of Hajj & Umra ANOVA Tabel Quality Offering-Experience of Hajj & Umra Coefficients Tabel Confidence Benefit-Experience of Hajj & Umra Descriptive Statistics Tabel Confidence Benefit-Experience of Hajj & Umra Correlations Tabel Confidence Benefit-Experience of Hajj & Umra Variables Entered Tabel Confidence Benefit-Experience of Hajj & Umra Model Summary Tabel Confidence Benefit-Experience of Hajj & Umra ANOVA Tabel Confidence Benefit-Experience of Hajj & Umra Cofficients Tabel Confidence Benefit-No Experience of Hajj & Umra Descriptive Stat Tabel Confidence Benefit-No Experience of Hajj & Umra Correlations Tabel Confidence Benefit-No Experience of Hajj & Umra Variables Entered Tabel Confidence Benefit-No Experience of Hajj & Umra Model Summary Tabel Confidence Benefit-No Experience of Hajj & Umra ANOVA Tabel Confidence Benefit-No Experience of Hajj & Umra Coefficients Tabel Social Benefit-Experience of Hajj & Umra Descriptive Statistics Tabel Social Benefit-Experience of Hajj & Umra Correlations xiv

12 Tabel Social Benefit-Experience of Hajj & Umra Variables Entered Tabel Social Benefit-Experience of Hajj & Umra Model Summary Tabel Social Benefit-Experience of Hajj & Umra ANOVA Tabel Social Benefit-Experience of Hajj & Umra Cofficients Tabel Social Benefit-No Experience of Hajj & Umra Descriptive Statistics Tabel Social Benefit-No Experience of Hajj & Umra Correlations Tabel Social Benefit-No Experience of Hajj & Umra Variabels Entered Tabel Social Benefit-No Experience of Hajj & Umra Model Summary Tabel Social Benefit-No Experience of Hajj & Umra ANOVA Tabel Social Benefit-No Experience of Hajj & Umra Coefficients Tabel Ringkasan Hasil Pengujian Hipotesis Penelitian xv

13 DAFTAR GAMBAR Gambar 2-1 Customer Decision Making Proces... 7 Gambar 3-1. Model Penelitian Gambar 3-2. Classification of Sampling Techniques Gambar 4-1 Pie Chart Jenis Kelamin Gambar 4-2 Pie Chart Usia Responden Gambar 4-3 Pie Chart Usia Responden Sudah Umroh atau Haji Khusus Gambar 4-4 Pie Chart Usia Responden Belum Umroh atau Haji Khusus Gambar 4-5 Pie Chart Status Pernikahan Gambar 4-6 Pie Chart Level Pendidikan Gambar 4-7 Pie Chart Pekerjaan Gambar 4-8 Pie Chart Pengeluaran per Bulan Gambar 4-9 Pie Chart Pengalaman Umroh & Haji Khusus Gambar 4-10 Pie Chart Travel Umroh & Haji Khusus yang Diketahui Gambar 4-11 Pie Chart Travel Umroh & Haji Khusus yang Digunakan Gambar 4-12 Pie Chart Frekuensi Umroh Gambar 4-13 Pie Chart Frekuensi Haji Khusus Gambar 4-14 Pie Chart Pengalaman Terakhir Umroh atau Haji xvi