Thesis Proposal

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 economic one. To many, shopping is considered a recreational and diversional activity in which one visits a variety of stores with a premeditated intent to purchase a product. "Window shopping" is an activity that shoppers engage in by browsing shops with no intent to purchase, possibly just to pass the time between other activities, or to plan a later purchase. To some, shopping is a task of inconvenience and vexation. Shoppers sometimes go though great lengths to wait in long lines to buy popular products as typically observed with early adopter shoppers and holiday shoppers. In this research I take fashion in shopping. because fashion is relates 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 also pushed world markets to continue to grow, manufacturers for producing, the marketers to sell and consumers to buy. 1 Dress code that follows the fashion show also our personality and idealism. Fashion today is a business big enough and profitable. That the symptoms of a busyhectic with a variety of products leads to a fashion show, when consumers increasingly want to be recognized as a personal identity. Therefore, they deliberately shape its own identity and then unite with a group that is in harmony with it. This is the pride of someone if they could enter 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) Fashion is a popular, one's personality, and a time frame. So understandable why a popular style that can be said of this month behind the times a few months later. Fashion system includes all the people and organizations involved in creating and changing the meaning of symbolic meaning in the form of goods. Although people often equate fashion with clothing, whether everyday clothes or prom dresses are exclusive (haute couture), it is important to remember that the fashion process affects all types of cultural phenomena, such as music, art, architecture and even science. Fashion can be considered as a code, or language that helps us understand these meanings. However, fashion seems to tend to be more context-dependent than language. The point is, the same thing can be interpreted in different ways by different consumers and in different situations. So there is no definite meaning but leaves freedom for the translator in the mean. According to Solomon in his book 'Consumer Behavior: European Perspective', 2 fashion is a process of social distribution (social-diffusion) in which a new style adopted by consumer groups. Fashion or style refers to the combination of several attributes. And so it can be said 'in fashion', that combination should be evaluated positively by a reference group. The terms of style and design should be clarified so as not equated with fashion. Style (style) is a characteristic of presenting things. Within the scope of clothes, force is the characteristic appearance of clothing materials, combination of featuresThe pattern of buying behavior features that make it different from other clothing. For example, the skirt as one of the styles of dress for women, the other option is pants. Jas is one stylish man dressed man, the other option is a sport jacket. Style someday be acceptable and one can go, but a specific style will still be remembered, whether it be said of fashion or not. While the design is a specific version of the style. Examples skirt into a stylish women's clothing, but have different designs such as A-line, high-waist (high waist), mini skirts, and others. Clothing manufacturers usually make several design variations of the style in vogue at that time that consumers have many choices. Both the style and design jointly play a role in determining the fashion at that time. The designers create a variety of styles each season based on what they think they will be preferred by consumers. From a variety of styles, manufacturers choose which one would be successful in the marketplace, and usually they reject more than they choose. The seller (retailer) choose which customers they want from what is offered by the manufacturer. Then ultimately the consumer who holds a key role, they choose one 3 style and another style that rejected, and only those who ultimately determine which style will become the fashion. Fashion can be categorized based on which group they look. High fashion refers to the design and style adopted by the group leaders is the exclusive fashion, is the elite consumers and adapt their very first fashion changes. Including high-fashion style that is usually introduced, produced, and sold in limited amounts and are relatively expensive to The pattern of buying behavior. Socialites, artists, celebrities and fashion innovators. While the mass or volume fashion fashion and design refers to the style received wider public. Fashion types are usually manufactured and sold in large quantities at cheap prices to moderate. Because this study aimed to understand consumer behavior in general, the focus of discussion falls on the fashion in which the mass can be enjoyed by society at large. 4 1.2 Research Problem Based on the above understanding, the authors restrict this study to the problem of shopping style. The problem statement is: Problem Statement: 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 most significant influence to the Student Shopping Style. 1.3 Research limitation That research is not too broad and could provide understanding, which clearly it is necessary given the scope of the problem definition. The study was limited to students who are in University of SamRatulangi Manado especially in Faculty of EonomiInternational Business Administration(IBA) with a variable-variable how to force students to shop 5 4 Research objectives Considering the students often and certainly in terms of style do not miss the shopping is always much less people who like to shopping Manado. For the students.6 Literature Review In Table 1 Describes several related articles to the next study 6 . May be additional literature for researchers who will be dating and can provide benefits and add insight to those who read it. To analyze two types of Consumer Innovativeness which is the most significant influence to Student Shopping Style 1.5 Research Usefulness This research can be useful: 1. To analyze relationship between the type of Customer Innovativeness to Student Shopping Style especially for student of Faculty of Economics SamRatulangi University Manado 2.1. By and therefore in this study took Problem Statement: 1. can assist in decision making when going shopping 2. 1. the results of the study conclusions and suggestions submitted. The first journal is Consumer innovativeness and shopping stylesby Ji Eun Park about This paper seeks to investigate whether consumers' innate innovativeness is associated with their shopping styles. Cognitive (sensory) innovativeness is the preference for engaging in new experiences with the objective of stimulating the mind (senses). this article argues that consumer innovativeness. A structural equation model is used to test the relationship between cognitive and sensory innovativeness and various shopping styles. based on 326 undergraduate students. The article presents psychometrically valid measures of these constructs and discusses two studies that examine the differences between cognitive and sensory innovativeness. One study. it aims to explore the relationship between two types of innovativeness ± sensory and cognitive ± and consumer shopping styles. shows that the innovativeness constructs differ in their relationship with other personality traits. or the desire for new experiences. based on the personal computer. then it would also be reflected in consumers' shopping approaches. such as preference for verbal/visual style of processing. The he paper integrates the consumer innovativeness and consumer shopping styles literature. The Second journal is Contrary to previous research in the area. It is built on the premise that if consumer innovativeness is regarded as a general personality trait. food processor. The research 7 . Specifically. shows that cognitive and sensory innovators differ in their responses to innovations and demographic profiles. and video cassette recorder purchase behavior of 245 respondents. The other study. is not an undifferentiated construct but can be distinguished as cognitive and sensory innovativeness. The next study is to analyze the dominant factor of Sensory and Cognitive innovativeness to Consumer Innovativeness to the Student Shopping Style. Marketers want to identify the segment of the market that is most likely to adopt a new product when it is the first introduced. open to new ideas and change. Various studies have shown that across product categories.and managerial implications of these findings are discussed. relatively young etc. This article describes we ask some key questions about the nature of innovativeness and try to make a correlation between characteristics of the innovators and innovativeness. 8 . risk takers. innovators tend to be: opinion leaders. In many journal that I have been use for support my research I found similar case that will support my research. more likely to obtain information from mass media than through word of mouth. The third journal is Consumer Innovativeness: A marketing approach By innovativeness we mean the predisposition of a consumer to adopt a product earlier than most others. In my research used of multiple Regression Analysis method. TABLE 1.6 LITERATURE REVIEW Title Year Author Variable Use Tools of Result Comment 9 . Consumer Innovativeness: A marketing approach 2009 Costinel Dobre Correlation between innovators and innovativenes s. measurement. Venkatrama n Concepts. and implications Simple Regression It provides new insight into the shopping patterns of consumer who belong to different innovativeness types.Consumer innovativeness and shopping styles 2010 Ji Eun Park Sensory and Cognitive Innovativenes s Analysis Use Structural equation model Differentiating between cognitive and sensory innovativeness 2002 Meera P. Contrary to previous research in the area. this article argues that consumer innovativeness Finding correlations between cultural dimensions and innovation recaptiveness involves also setting of organizational marketing strategies andtechniques The paper is the first step in exploring the relationship between consumer innovativeness and consumer shopping style This article undifferentiate d construct but can be distinguished as cognitive and sensory innovativeness This article describes we ask some key questions about the nature of innovativeness and try to make a correlation between characteristics of the innovators and innovativeness. Descriptive Correlations CHAPTER II 10 . Marketing. organizations. but this is too limited a view of the tasks marketers performs. Building customer value and satisfaction is at the very heart of modern marketing. experience. persons. Marketing people are involved in 10 marketing types of entities: goods.THEORETICAL REVIEW This chapter contains the theoretical review of Marketing. 11 . information.1 Marketing Today. Just as production and logistics professionals are responsible for supply management. and ides´. promoting. and delivering goods and services to consumers and businesses. One of the shortest definition of marketing is ³meeting needs profitably´. marketing must be understood not in the old sense of making a sale but in the new sense of satisfying customers¶ needs. deals with customers. journals and articles. Kotler (2003) defines ³Marketing is a social process by which individuals and groups obtain what they need and want through creating. places. events. ³Marketing deals with identifying and meeting human and social needs. 2. properties. offering. and freely exchanging products and services of value with others´. services. Kotler (2003:5) defined marketing as ³the task of creating. marketers are responsible for demand management. According to Kotler and Keller (2006:5). Consumer Behavior and Consumer Preferences from textbooks. more than any other business function. Marketers are skilled in stimulating demand for a company¶s products. 2. Understanding. not a group of persons or separate entity within the firm. marketing starts long before a company has a product. creating. and determine whether a profitable opportunity exist.1 Marketing Strategy According to Kotler(2005:47) Marketing Strategy is ³ The Marketing logic by which the business unit hopes to achieve its marketing objectives´. rather. measure the extent and intensity. By contrast.1. Marketing is undertaken to access needs. communication. Today Marketing must be understood not in the old sense of making scale ±³telling and selling´ ± but in new sense of consumer innovativeness needs. communicating. and delivering customer value and satisfaction are at very heart of modern marketing thinking and practice. The objective of marketing is to create and manage customer relationships for the benefit of the organization and its stakeholders´. deals with customers.Burns and Bush (2006:4) defined marketing as ³an organization function. deliver value to customers. Marketing is not trying to sell customer something. Marketing. The processes create. 12 . Selling occurs only after a product is produced. more than any other business function. It is also a set of processes and not a single tactic such as creating and end-aisle display. it is providing customers with something they value. It may refer to an incremental emergent or radical and revolutionary changes in thinking. promotion. A marketing strategy should be centered around the key concept that customer satisfaction is the main goal. ideally within a stated timeframe. relationship management and other elements. pricing. identifies the firm's marketing goals. positioning. and allocation of resources.2. and explains how they will be achieved. 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 targeted market niche. or organizations. Innovation is a change in the thought process for doing something. 13 . 2. Marketing strategy determines the choice of target market segments. products. distribution. A marketing strategy combines product development. marketing mix. or the useful application of new inventions or discoveries. and competitors in the market arena. processes. defining how the organization will successfully engage customers.1 Innovative Marketing According Kotler and Gary Amstrong (2005:526) Innovative Marketing is ³ A principle of enlightened marketing that requires that a company seek real product and marketing improvement´.Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. It is most effective when it is an integral component of overall firm strategy. prospects. competitive positioning. including for example hospitals. economics and government policy. quality.Following Schumpeter (1934). universities. 2. and innovation. Innovation leading to increased productivity is the fundamental source of increasing wealth in an economy. contributors to the scholarly literature on innovation typically distinguish between invention. such as the arts. customer value. All organizations can innovate. Organizations that do not innovate effectively may be destroyed by those that do. an idea made manifest. In economics the change must increase value.2 Consumer Behaviour Consumer Behavior consist of two words. In many fields. innovation may also have a negative or destructive effect as new developments clear away or change old organizational forms and practices. namely: consumer and behavior. market share. productivity. ideas applied successfully in practice´. In the organizational context. The goal of innovation is positive change. or producer value. and local governments. 14 . something new must be substantially different to be innovative. Definition of Consumer according to Walters(1974:4). innovation may be linked to performance and growth through improvements in efficiency. is ³an individual who purchase. While innovation typically adds value. to make someone or something better. Business-to-business buying entails the procurement process and activities of producers and intermediaries in the 15 . and desiring. in that buyer behavior is an umbrella term understood to encompass businessto-business purchasing as well as personal consumption. 2001:13). That includes what they buy it. Consumer behavior focuses on how individuals makes decisions to spend their available resources (time. when they buy it. the term of consumer behavior differs from a similar term. Other influences spring from environmental factors. Some of the influences that shape the consumer choices and tendencies are internal process. use and dispose of goods and services in order to satisfy personal or household needs. such as our own thinking. Kanuk and schiffman(2007:4) defined ³Consumer behavior as the behavior that consumer display in searching for. how they buy it. using.money.who jas the capacity to purchase. buyer behavior. and promotional considerations. feeling. goods and services offered for sale by marketing institutions in order to satisfy personal or household needs. or desires.effort) on consumption related items. such as social forces (whether group or interpersonal) and economic situational. the study of consumer behavior investigates the way of individuals choose. Somehow. purchasing. using. why they buy it. all the forces combine and dynamically interact to produce shopping behaviorthe objective of which is to satisfy human needs and wants (Hanna and Wozniak. wants. purchase. where they buy it. Nevertheless. retail. More specifically. evaluating and disposing of products and services that they expect will satisfy their needs´. marketing channels. services. Additionally. In other words. and thus to anticipate how marketing strategies and tactics will influence consumers and affect the products and services various types of consumers will buy. 2. Such as Social and Cultural changes have a major impact upon virtually all products. they are better able to predict how consumers will respond to various environmental and informational cues. The social of the student itself. which primarily focuses on consumer behavior. Starts from low. has an influence to shopping style. Marketers can then configure and fine-tune their strategies and tactics accordingly. Business-to-business buying is beyond the scope of this text. and customers. as well as the acquisition producers of other organizations and institutions.1 Social In the situations of the Student of Faculty of Economics is a very kind for the background of the social. in today¶s highly competitive market place. as marketers come to understand customer behavior. In Consumer Behavior the producer should to know about the element of consumer itself. For some people has in low-middle of courses 16 . a sound understanding of consumer behavior helps marketers gain a competitive advantage and establish positive and lasting customer relationships. The ultimate goal of consumer behavior is to help marketers better understand the process of activities and activities of consumer behavior. middle. upper class.2. and to reduce search effort. In constraint programming. configuration. The concept of preferences comes from economic theory according to Philips (2002)³With Preferences defined as individuals µutility¶ for consuming goods and services. Most of people in Manado they has a priority of fashion. Preferences are complementary to constraints. It is relative because 17 . reasoning about actions and time.2 Cultural The culture of Manado people also has influence to shopping style. and represent counterpart to objective or utility functions. But for some people middle until upper class so they should impressions style when they wearing something. diagnosis.2. According to Winter (1997:44)´It is subjective in the sense that it expresses somebody¶s preference of something over something else. In Manado people thought they must has a good impression when they experimentally with their own style 2.3 Consumer Preferences Preferences are essential to treat conflicting information in non-monotonic reasoning.the shopping style it¶s a simple style they wearing. 2. Briefly welfare economics is based on the assumption that individuals maximize a preference (or utility) function. planning. preferences are used to treat soft constraints. and other areas in knowledge representation 6127and reasoning. and what to purchase. Preferences are central to morality because preferences reflect what we think of as a good life. Goods are produced and services are planned in anticipation of future demand. given the preferences and limited income. budget constraint. (3) the consumer choice. Consumer behavior is best understood in three distinct steps: (1) finding way to describe the reasons why people prefer on good to another. consumer preferences and tastes constantly change. a consumer chooses to buy combinations of goods that maximize their satisfaction (Pyndick and Rubinfeld.something is preferred over something else. 2001:62). and because subject¶s pure preferences may change over time´. (2) taking into account the fact that consumers also have limited income which restrict the quantities they can buy. Consumer preferences tell how the customers would rank (that is. 2002:77). It becomes increasingly important that marketers know what consumers need and want.e. Timely knowledge of consumer behavior is a prerequisite for marketing success (Hanna and Wozniak. A preference is a desire for a certain goal or outcome. i. 2001:13). assuming these allotments were available to the consumer at no cost (Preferences and Utility. Somehow. compare the desirability of) any two combinations or allotments of goods. consumer preferences. when to buy. 18 . each individual holds preferences about what kind of response to the situation is the most fitting response.e. i. and how they decide where to shop. Meanwhile. how they spend their resources.e. i. In addition to certain beliefs about our life-situation. 2.4 Product Development According to Kotler (2005:40) Product development is ³A strategy for company growth by offering modified or new product to current market segments´ Creation product with new or different characteristic that offer new or additional benefit to the customer.Describing consumer preferences in such a coherent way given the vast number of services that our economy manages and provides for purchase as well as the diversity of personal taste must come to comparing different groups of items available for service 2. a hypothesis can be defined as a logically conjectured relationship between two or more variables expressed in the form of a testable statement.5 Research Hypothesis According to Sekaran (2003:103). According to Gary Amstrong (2005:260) Product Development is ³Developing the product concept into a physical product in order to ensure that the product idea can be turned into workable product´. Hypothesis in this research are: 19 . It may involve modification of an existing product or its presentation. or formulation of an entirely new product that satisfies a newly defined customer want. 1. It is logically developed. Two types of Consumer Innovativeness is the most significant influence to the Student Shopping Style Partially 2. and elaborated network of associations among the variables relevant to the problem situation. 20 .6 Conceptual Framework Cognitive Innovativeness Shopping Style Sensory Innovativeness The theoretical framework is the foundation on which the entire research project is based.6 Conceptual Framework Figure 2. described. Type of Consumer Innovativeness does influence to the student Shopping Style Simultaneously 2. The theoretical framework offers the conceptual foundation to proceed with the research. Consumer Innovativeness is the dependent variable CHAPTER III RESEARCH METHOD 21 .This research starts from the theory of consumer innovativeness which is defined to have the innovations about the shopping styling. this research is designed to analyze the influence of Consumer Innovativeness which is consists of Cognitive and sensory Innovativeness to Consumer Innovativeness on Shopping Style. In this research. Cognitive and Sensory Innovativeness are the independent variable Furthermore. The method that will be used in this research is Multiple Linear Regression Method. The data is analyzed with methodology that matches to the problem. Manado to get the needed data. Data collected in this research was taken from to Student of Faculty of Economics SamRatulangi University.1. Manado through two main data collection methods. They are: 3. According to Burns and Bush (2006:146). Face-to-face Interview Face-to-face interviews were conducted with to Student of Faculty of Economics SamRatulangi University. 3. 22 .Chapter three discusses the research method. primary data information is collected by a researcher to support the research while secondary data is the existing data which is collected by the previous researchers and used to support the statements that are used in the research analysis.1 Data Collection Method The data collected in this research divided by two kinds of data comprises primary data and secondary data.1 Primary Data Self-administered Survey The data were collected through questionnaires: the respondent reads the questions and responds directly on the questionnaire. internet browsing. The population is the student of Faculty of Economics University Manado. This data collection method was supposed as an efficient data collection mechanism that fitting with problems and objectives of this research.1. and textbooks that support primary data. it is necessary to pay a great attention to them. They were considered important for student improvement and development in the future.1 Population The population in this research was some student at Faculty of Economics especially International Business Administration (IBA) Manado. also relevant information which are used to guide theory in this research and to create more understanding about the theory also. The researcher is also afforded the opportunity to introduce the research topic and motivate respondents to offer their frank answers. Therefore. Collecting data from literature books and articles. Other considerations are all the completed responses can be collected within a short period of time and any doubts that the respondents might have on any question could be clarified on the spot.2 Secondary Data Secondary data was taken from the Student itself.2.3. As the type of research is self-administered survey. 23 . 3. data was collected through personally administered questionnaires.2 Population and Sampling Method 3. 3. A. The sample selected in this research was 50 studentof Faculty of Economics University Manado.266). a sample is a part of the population.2 Sample According to Sekaran (2003. price consciousness. impulsive shopping. recreational orientation. Sampling technique that will be used in distributing questionnaire is random sampling.2 Variables Measurement 24 .3.3. fashion consciousness.1 Variables Definition A.3. Innovativeness as independent variable (X) X1 : Cognitive innovativeness Cognitive innovators are inclined to show shopping styles such as quality consciousness. and brand loyalty/habitual shopping. Sekaran (2005:295) based on Roscoe (1975) proposes that the sample sizes larger than 30 and less than 500 are appropriate for most research. and confusion by over choice.3 DEFINITION AND VARIABLES MEASUREMENT 3. Shopping style as dependent variable (Y) 3. X2 : Sensory innovativeness Sensory innovators are inclined to have shopping styles such as brand consciousness.2. analysis of multiple linear regressions was used. 25 . 2003). To study the influence of ethical leadership on employee¶s productivity. 2003). The validity coefficient for each variable is good. employee¶s productivity was fixed as dependent variable or criterion whereas ethical leadership was the independent variable or predictor. 3. In this analysis.The measurement of the data collected in this research uses the Likert Scale.4 Data Analysis Method Data analysis method in this research applied the Pearson Correlation analysis to measure the significance level of the relationship between ethical leadership and employee¶s productivity. Malhotra (2003: 284) defined the Likert Scale as ³a measurement scale with five response categories ranging from µstrongly disagree¶ to µstrongly agree¶ which requires the respondents to indicate a degree of agreement or disagree with series of statement related to stimulus object.4.´ 3. where the values are above minimum level of 0.60 (Sekaran.1 Testing of Reliability and Validity Cronbach¶s alpha is used to measure the reliability of the variables. The minimum value of Cronbach Alpha is 0.30 (Sekaran. Multiple regression analysis uses criterion variables whose values are known to predict a single predictor variable decided by the researcher. To test the validity of variables use Pearson Moment Correlation Coefficient. 4. This research will analyze the data by using software SPSS. + 1X1 + 2X2+ e = Cognitive Innovativeness = Sensory Innovativeness = the slope for each independent variable. so this research will use multiple regression reflecting the relationship between a dependent variable ± in this case shopping style± and two or more independent variables ± dimensions of Consumer Innovativeness Carlson and Betty Throne (2003:416).3. ³multiple regression analysis provides two important results. The second objective is estimating the marginal effect of each independent variable´. 2. First. = error standard or error term e Source: Statistic for Business and Economics 5th edition by Paul Newbold 26 .2 Multiple Linear Regression Analysis There are more than one factor of independent variables. is prediction of a dependent or outcome variable. The equation model of multiple regression analysis which used in this research can formulate as shown below: Y= Where: Y = Shopping Style (dependent variable) = Constant/ intercept X1 X2 1. 30) ± (-0. et.69 means a substantial positive association 0.49 means a moderate positive association 0.4.al.09) means a negligible negative association (-0.29 means a low positive association Zero if there is no association (-0.70 means a very strong negative association According to Arsyad (1994: 186). It means R² shows how big the contribution of the independent variable (X) is to up and down dependent variables (Y).29) means a low negative association (-0.10) ± (-0.30 ± 0.49) means a moderate negative association < -0.70 means a very strong positive association 0.50 ± 0. Coefficient of Multiple Correlation (R) is used to measure the strength of relationship between (dependent variables) and X (independent variables) (Newbold. 2003.3. 431) with the consideration that: >0. In addition 27 .01) ± (-0. the multiple determination coefficients are the value that shows the proportion of the dependent variable that is explained by the independent variable variation.10 -0.2.1 Testing the Goodness of Fit : Coefficient of Correlation (R) and Coefficient of Determination (R²) Multiple correlation coefficients (R ) and the Determination Coefficient (R2) the dual correlation coefficient was the figure that showed the strength of relations between two or more the free variable. The formula that is used in multiple determination calculation is: « n7XY  7X7Y R2 = ¬ ¬ nX 2  (7X ) 2 n7Y 2  (7Y ) 2 ­ ? A? A » ¼ ¼ ½ To measure the proportion (percentage) of contribution of the dependent variable to the independent variable: R² = Between 0 and 1 or ” R² ” 1 R² = 1 percentage contribution (X1. X2. X3.al.al (2003:430) says that.1 Heteroscedasticity ³Models in which the error terms do not all have the same variance are said to exhibit heteroscedasticity´ (Newbold. a multiple linear regression model should meet some basic assumption below: 3.Newbold.3 Testing of Classical Assumptions According to Sulaiman (2004:87). et. ³The Coefficient of determination (R2) routinely is used as a descriptive statistic to describe the strength of the linear relationship between the independent variables and the dependent variables´. 28 .4. R² = 0 regression not used to forecast toward Y.3. 2003:508). it has not another factor which influences Y. 3.4. and X4) to up and down variation if Y as big as 100%. et. 29 . There are some tests of detecting Heteroscedasticity: 1. 3. highly recommended for a small samples model usually less than 30 samples. 2004:88). ³Scatter plot of residuals against an independent variable. The shape of the histogram should approximately follow the shape of the normal curve 2. the residual is assumed to be normally distributed. Model is said to be infected by heteroscedasticity if the spearman coeffifient of correlation has significant value (Sig. Spearman Correlation.4. the usual procedure for deriving confidence intervals and tests of hypotheses for these coefficients are no longer valid. the requirements are as follows: 1. least square is not the most efficient procedure for estimating the coefficients of the regression model. A histogram or P-P plot f the residuals can help researchers to check the assumption of normality of the error term. 2. A model can be concluded not apparent of heteroscedasticity if the scatter plot does not form any pattern´ (Sulaiman.When this phenomenon is present. A residual is the difference between the observed and model-predicted values of the independent variable.05) toward the residuals.3.2 Normality In multiple regression models. <0. The residual for a given product is the observed value of the error term for that product. Moreover. The P-P plotted residuals should follow the 45-degree line. 0. To assess multicollinearity.If no normality is found in the residuals or the actual variables transformation may be considered. R2 is near1y violate the assumption of no perfect co linearity. researchers can use tolerance of VIF. According to Ariyanto (2005:38). a model is free from multicollinearity if the model meets several requirements: 1. but does increase the likelihood. The closer the VIF is to 1. and lack of homoscedasticity.2 Multicollinearity Multicollinearity shows the intercorrelatioon of independent variables.4 Hypothesis Testing In order to test hypothesis.3. Even when multicollinearity is present. 3. 2. statistical analysis such as the Ftest and Ttest need to be conducted. unvaried normality does not ensure multivariate normality. VIF should be less than 10. The Ftest and Ttest are useful in a situation when the research needs to find out 30 .4. the less the collinearity. non-linearity. note that estimates of the importance of other variables in the equation (variables which are not collinear with others) are not affected. Transformations are recommended as a remedy for outliers.2 the closer the tolerance is to 1. Tolerance should be more than 0. while high R2 is increase the standard error of the beta coefficients and make assessment of the unique role of each independent difficult or impossible. 3. breaches in normality. which build in the regressing of each independent on all the others.0 less the collinearity.4. 4. 3. Ho : Ha : =0 •0 Ho is rejected if Fcount • Ftable.the influence and correlation between dependent and independent variables.1 F ± Test A F-test as any statistical test in which the test statistic has an F-distribution if the null hypothesis is true. If Ho is rejected than Ha will be accepted. the hypothesis could be examined.4.05 or equal to 95% level of acceptance.2 T ± Test 31 .4. it is used to examine the effect of some factors on some outcome. Then calculate F as: RSS1 ±RSS2 p2 ± p1 F= RSS2 n ± p2 Where.4. the Ftest uses a level of significance ( ) = 0. To test the influence between the dependent variable and independent variables. RSSi (p2 ± p1 . When Fvalue and tvalue is gained and compared to Ftable and ttable. n ± p2) = residual sum of square of model i = degree of freedom 3. In the simplest case. bj = jth variable coefficient j = jth parameter sbj = jth standard deviation. It is applied when the population is assumed to be normally distributed but the sample sizes are small enough. Ho : Ha : j =0 •0 j Ho = Will be rejected if tcount • ttable. CHAPTER IV RESULT AND DISCUSSION 32 . If Ho is rejected than Ha is accepted.A T-test is any statistical hypothesis test in which the test statistic has a student¶s distribution if the null hypothesis is true.j/sbj Where.05 or equal to 95% level of acceptance. To test the correlation between dependent and independent variables. Ttest uses level of significance = 0. The value of t is done by formula: t = bj. the data was collected from questionnaires and distributed to 50 respondents.1) Figure 4. The following is the description of respondents¶ classification. Tables and figures are used to provide description of the findings.1.This section provides the findings from the analysis and the discussion to describe in depth of the findings.1.1. 2010 Figure above shows that 70 or 35 Students of the respondents are female and 30 or 15 33 . 4.1 Result 4. gender.1 Characteristics of respondents In this research. 4. and income.1. The characteristics of respondents are classified based on age.1 Respondent Based on Gender Gender male female 30% 70% Source: Data Processed.1 Respondent Characteristic Based on Gender The characteristics of respondents is based on gender: male and female (see figure 5. 2010 From the figure.2 Respondent Characteristic Based on Age In this research.1.2) Figure 4.2 Respondent Classification Based on Age Age 20-22 years old 23-24 years old 16% 84% Source: Data Processed. it can be seen that most respondents is 20-23 years old with 84% or 42 34 . it can be seen that the amount of female respondent is the dominant gender that I was taken the data. and 23-24 years old (see figure 5.However. 4.1.Students are male. this percentages is not representative of all the population of Student Faculty of Economics because the sample itself only 50 students.1. the respondents were distributed fairly in two categories: 20-22 years old. From the quantity and percentage. 5 millions 4.2. and 20% or 10 Students have an income of > 2.5 millions > 2. 24% or 12 Students have an income of 1-2. Figure 4.2 Reliability and Validity of the Research 4.5 millions 20% 24% 56% Source: Data Processed.2.persons.1.1 Reliability Test 35 .5 millions.3 Respondent Characteristic Based on Income The characteristics of respondents as classified based on income are shown in figure 5.2. followed by those who are 23 ± 24 years old with 8 persons (16%).2. 2010 The figure describes that 56% or 28 Students of respondents have an income < 1 million . 4.3.1.3 Respondent classifications based on Income Income < 1 million 1 .1. 7 indicates that the data is acceptable 0.8 indicates good internal consistency or consider that the data resulted is reliable. 4.1Reliability Statistics Cronbach's Alpha . The reliability test in this research uses Alpha Cronbach.876 which is upper the acceptance limit of 0.876 N of Items 3 Source: Data Processed. it shows that Alpha Cronbach is 0. Table 4. 2010 In this research. The interpretation of Alpha Cronbach(Sekaran.6 indicates unsatisfactory internal consistency or consider that the data is unreliable. The coding results are presented in the Appendix.6.2. 2003. the research instrument is reliable.2 Validity Test Before moving to the next step of analysis.311) is: < 0. If Alpha is less than 0. 0. the first task taken was to code the answers of the respondents directly into a cross tabulation table. therefore.After collecting the data from the respondents.2. all variables are prioritized to test their 36 .6 then it is unreliable. 000 . therefore. (1-tailed) N SS CI SI SS CI SI SS CI SI Source: Data Processed.836 .000 . .631 . it can be seen valid or not a research instrument.05 (5%) then the research instrument is stated as valid.000 50 50 50 SI .686 .836 1.1 Coefficient of Multiple Correlation (R) and Coefficient of determination (R2) 37 . 50 50 50 Pearson Correlation Sig. Table 4.2 Validity Test Correlations SS 1. the data is considered as valid.3 Testing the goodness of Fit 4.000 .2.3. 4.000 .000 .000 50 50 50 CI .000 . If probability of correlation is less than 0. 2010 From the table above.1.1.631 .686 1.reliability and validity. This research used Pearson Product Moment Correlation Coefficient to test the validity of variables.000 . it can be see n that the correlation index is greater than 0. By comparing correlation index in Pearson Product Moment with significance level of 5%. .3 and below the significance level of 5%. 694 a . And the rest 51.482.211 a. 4. Predictors: (Constant).59090 . Dependent Variable: SS Source: Data Processed.460 .2.Table 4. 2010 The coefficient of correlation (R) is 0. R Square is usually called the coefficient of determination which is 0.4 38 .482 or 48.3 Result of R and R2 b Model Summary Change Statistics Model 1 R R Square .694 meaning the level of relationship between independent and dependent variable is considered as a substantial positive relationship.1.482 21.2. The coefficient of determination is identified by R2 = 0.8% are caused by the other factors.890 df1 2 df2 Sig.694)2 = 0. Cognitive Innovativeness and Sensory Innovativeness. F Change 47 . CI b.4 Result of Multiple Linear Regression Analysis The interpretation of Multiple Linear Regression Analysisis shown in table4.482 which is the correlation coefficient quadrate (0. SI.2% that means Shopping Style is able to be explained by Cognitive Innovativeness and Sensory Innovativeness. Error of R Square R Square the Estimate Change F Change .000 DurbinWatson 2. as independents variables and Shopping Style as dependent variable have a substantial positive relationship.482 Adjusted Std. In the other words. Table 4.395 + 0.139X2 where : Y: X1 : X2 : Shopping Style Cognitive Innovativeness Sensory Innovativeness 39 .2.008 .395 .192 Model 1 (Constant) CI SI t 3.0 software.001 .321 a. Here is computed the influence of Cognitive Innovativeness and Sensory Innovativeness on the Shopping Style.139 .138 Standardized Coefficients Beta .377 .2. .697 2. The analysis output is described in table 4.003 Sig. the model is defined as: Y = 1.487X1+ 0. The computation has done by using the SPSS 13.526 .177 .755 1. Error 1.487 .4 From the result of the table above. 2010 The Multiple Linear Regression model is used to determine the influence of several independent variables on a dependent variable. Computerized calculation ensures the accuracy of the analysis. Dependent Variable: SS Source: Data Processed.4 Multiple Linear Regression Analysis Output Coefficientsa Unstandardized Coefficients B Std. 395 shows the influence to relationship between Cognitive Innovativeness (X1) andSensory Innovativeness (X2) factors to Shopping Style factors (Y). Constant (E) 1. Shopping Style factor (Y) is predicted to be 1. 2. If the others are constant.1.395.5. an increase of one point in Cognitive Innovativeness factor (X1) will result in an average increase of at least 0.1. If the others are constant.1 Multicollinearity This test is done by determining the tolerance and VIF value.1.0 software as shown in table 4. This value is computed by SPSS 13. this means that if all independent variables are equal to zero.139 in Shopping Style factor (Y).1 40 . 3. 4.487 in Shopping Style factor (Y).1.5. an increase of one point in Sensory Innovativenessfactor (X2) will result in an average increase of at least 0.5 Result of Classical Assumption 4. 4.5. the model concluded to be free from multicollinearity.Based on table 4. It proves that this model is free from multicollinearity. Dependent Variable : SS Source: Data Processed.5. Sensory Innovativeness is 0.076 a.298 and VIF 1.5.298 1.080.1.2 were shown the result of heteroscedasticity test.1 shows the tolerance of Cognitive Innovativeness 0.Table 4.90 and VIF is less than 5. 2010 Since all the tolerance value is more than 2.076. All the values of tolerance in independent variable are more than 0.2 Heteroscedasticity In the figure 4.5.926 and VIF is1.1Multicollinearity Test Coefficients(a) Collinearity Statistics Tolerance VIF Model 1 Constant CI SI .1.080 1.0 and the VIF value is less than 10.926 . 41 . 4.2.5.3 will show the graphic result for the normality test.1. the figure 4. 2010 Figure 4.3 Normality To identify the normality test.1. This proves that the model is heteroscedasticity.5.5.5.2 Heteroscedasticity Test Output Scatterplot Dependent Variable: SS 2 Regression Standardized Predicted Value 1 0 -1 -2 -3 -4 -3 -2 -1 0 1 2 3 4 Regression Standardized Residual Source: Data Processed. 42 . shows that the dots spreading in 0.Figure 4. 5.0 0.2 0.0 0.4 0.4 0.8 Expected Cum Prob 0.2 0.3 Normality Test Output Normal P-P Plot of Regression Standardized Residual Dependent Variable: SS 1.0 0.6 0. This proves that the model is passing the normality test.3 shows that the data that is represented by the dots are spreading near following the direction of the diagonal line.6 0. 43 .Figure 4. 2010 Figure 4.0 Observed Cum Prob Source: Data Processed.8 1.5. 4.697 ¡   § ¥ ¨  ¥   ©¥©¥ ¥ © §©¨ § ¨  ¥   ¨ ¢   §¥ ©¨ §§¥ ¦¥ ¥¨ F 21.6. 44 . r t t). 4 . I b. Table 4. 2010 ¤£££¦ £   M 1 l f M Squ r 7. 49 ¢ ¡ ¢ ¥ ©¥  Su f Squ r 15.6. . D p t V ri bl : SS Source: Data Processed. 4. 9 Si .1. while the T-test is used to determine the partial effect of each independent variable to the dependent variable.2 16. SI.1. The F-test used to determine the simultaneous effect.1 Simultaneous Test (F-test) Output b ANOVA R r i R i u l T t l i t r :( 2 47 49 .1 F-test The simultaneous test (F-test) was conducted to identify the independent variables which consist of Cognitive Innovativeness (X1) andSensory Innovativeness (X2)onthe Shopping Style (Y)simultaneously.6 Hypothesis Testing This result is intended to determine the influence of Cognitive Innovativeness and Sensory Innovativeness on the Shopping Style a dependent variable partially and simultaneously.411 1. 138 Standardized Coefficients Beta .1.377 .003 Sig.192 Model 1 (Constant) CI SI t 3.697 2.395 .05) and degree of freedom (df) = 2.890 > 8.001 . found: 21. . 4. which means Cognitive Innovativeness and Sensory Innovativeness influence theShopping Style.simultaneously. H1: F1=F20 (Cognitive Innovativeness (X1) andSensory Innovativeness (X2) have any influences on the Shopping Style (Y) particularly).487 .H0: F1=F2=0 (Cognitive Innovativeness (X1) andSensory Innovativeness (X2) have any influences on the Shopping Style (Y)simultaneously).526 . Thereby.6.321 a. H0rejected and H1 is accepted.6.05 (E = 0. Error 1. If: Fvalue> Ftable Reject H0 Fvalue< Ftable Accept H0 By using the level of significance of 0.177 .58 Since the Fvalue is greater than Ftable. Dependent Variable: SS 45 .008 .2 Coefficientsa Unstandardized Coefficients B Std. hypothesis 1 is accepted.139 .2 T-test Table 4.755 1. 1.01 which tvalue> ttable = 2. From the quantity and percentage. the female is have big composition than male.6. The analysis shows that generally Cognitive Innovativeness willimprove or even decrease theShopping Style. that 70 or 35 Students of the respondents are female and 30 or 15 Students are male. female student prefer to consume fashion than male.2 above.7 Discussion Finally.755> 2.1. Therefore. Based on the research. which for Cognitive Innovativeness (X1) tvalue = 2. The result showed that in general Sensory Innovativeness will not improve or decrease Shopping Style. From table were found the tvalue for each independent variable. In conducting t-test will be used table 4. H0 is rejected and H1 is accepted which means Cognitive Innovativeness significantly influences Shopping Style. based on the result of this research Cognitive Innovativeness and Sensory Innovativeness has influence Student at Faculty of Economic SamRatulangi Manado to shopping Style simultaneously.The partial test (t-test) was conducted to identify the relation between independent variable and dependent variable partially or individually. For Sensory Innovativeness (X2) the tvalue = 1. 4. That is why.01. it can be seen that the amount of female respondent is the dominant gender that I was taken the data. It happen because. Therefore.003<2.003with the same . ttable = 2. 46 . that means Sensory Innovativeness significantly influence Shopping Style. H0 is accepted and H1 was rejected.755and ttable = 2.01 which tvalue< ttable = 1.01. followed by those who are 23 ± 24 years old with 8 persons (16%). 56% respondent money is depending of their parents financial. The respondent pocket money showed that 56% or 28 Students of respondents have an income < 1 million. 24% or 12 Students have an income of 1-2. Related to this research. It will possible if their take a part time job.About the age of respondent. They have courage for being different as long as match with their personal attitude. they inclined to choose cognitive innovativeness because most of student to show they shopping style such as quality of the product.5 millions. Innovativeness is how they can get the new experience to choose the new brand or existing product. Cognitive Innovativeness has influence Student Shopping Style at Faculty of Economic SamRatulangi. age between 20 ± 23 years is a productive age for trying something new for express their self in fashion. So student are follow the trends of students who are in their shopping style.5 millions. nowadays students are wants to use the innovativeness that could be useful in their life. most respondents is 20-23 years old with 84% or 42 persons. Most another reason why Student likes to Cognitive Innovativeness is because the student is always to follow the trend of fashion style. It is showed that. From questionnaire 47 . Student of faculty of Economics are priority and the high recommendation to student chosen when they to shopping styling. It is happen because. As we can see in the real life. and 20% or 10 Students have an income of > 2. From questionnaires founds that some respondents were in terms of shopping style. Such a finding is consistent with the feelings of retailers themselves. bags. Why Cognitive innovativeness has the most significant 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 48 . However. displacement costs. there are many provide product and need of fashion available such as T-shirt. Cognitive Innovativeness related to the increasing of Shopping Style. Other purchase related costs include the time spent shopping. Price is only one of the several costs faced by shoppers. and thus plays an important role in their decision. Shopping Monitor (2000). etc. in a recent study of shoppers selection of an outlet at which to make a purchase. Based on SPSS analysis. pants. shoes. For example. price was consistently stated as a major influencing factor GfK. who indicate price is an important selection criterion for shoppers Agárdi and Bauer (2000). dress. They don¶t to concerned the price. price is the cost that shoppers can best determine. It means that Cognitive Innovativeness is the factor that gives the positive influence to the increasing of Shopping Style.found that most of respondents that agree with that statement are form student female. shirt. emotional costs. because in their mindset of student the quality of product is the number 1 when they purchasing the product. In Cognitive Innovativeness the student inclined to had a price consciousness. an increase in Cognitive Innovativeness leads to expected in increase of in Shopping Style. In shopping center Manado. but how the product can give a comfort ability when they wearing the product. More detail that basically.Third. First. a culture of people in Manado that have a influence to decision to student shopping style.the culture of Manado people also has influence to shopping style.Economics SamRatulangi Manado. Secondly. In Manado people thought they must has a good impression when they experimentally with their own style. the brand its not a prime for a Student. that has in thought just a quality of the product and the comfortable the product itself. 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. On other hand. actually the student more than like to quality for a product. and then no matter they will to spend the money. always follow a new trend and they want to be a trendsetter at the another Faculty in SamRatulangi Manado. They concern about the quality itself. In this Research. the people of Manado especially Student of Faculty of Economic Manadothey loves fashion. There are some reason why cognitive Innovativeness to influence Student Shopping Style. the behavior of Student. 49 . Most of people in Manado they has a priority of fashion. The findings are. The most significant element that influences Shopping Style is Cognitive Innovativeness. leads to an increase of 0. Cognitive Innovativeness andSensory Innovativenessare elements have substantial positive influence to the Shopping Style. 0. leads to expected in increase of change in the Shopping Style as Y. 1.meaning that an increase of one unit of change in Cognitive Innovativeness (X1). 2.1 Conclusion After examining the findings and discussing them.139 units of 50 .487 X1+ 0.139 X2. 3.CHAPTER V CONCLUSION AND RECOMMENDATION In this chapter.487 units of change in the Shopping Style as Y. 6. Y = 1.395 + 0. there are some conclusions of the research and recommendation that can be useful for students. the writer finally arrived at some conclusions in this research. an increase of one unit of change in Sensory Innovativeness (X2). price consciousness.2 Recommendation This thesis was done with hope that it can be a contribution. which state inclined to show shopping styles such as quality consciousness. Cognitive Innovativeness factor has the strongest influence on the Shopping Style. The producer when they make a new product. 1.6. The producer also should have innovation to increase consumers¶ innovativeness of student shopping style. They should have a developing the product even the prices of product is cheap. they must seen bout the price without to improve the quality of the product. for the producer have to arrange the price the product. Because the budget of student sometimes not allowed to reach the product in the store. 51 . and confusion by over choice. but the student can feel good and comfortable when they wearing the product. Thus the producer should improve the quality and price consciousness in order to increase students shopping style. 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 be useful as suggestions. 2. So. (3rd Ed. Philip. Marketing Management. Inc. (2003). R. Marketing Management. Inc. and Wozniak.. Inc. Sekaran. L. ³Consumer Behavior an Applied Research´. New Jersey: Pearson education.. 10th edition.. (2004). Philip. 12th ed. Saaty. Inc.BIBLIOGRAPHY Hanna.) : Prentice Hall International. Gary (2001) ³ Principles Of Marketing´ (9th Ed. J. 11th edition. Kotler.6: McGraw-Hill Irwin Kotler. ISBN 0-13-145757-8. Kevin Lane Keller (2006). New Jersey: Prentice Hall. T. New Jersey: Pearson education. N.Uma. Pearson Prentice Hall. Principles of Marketing. Armstrong. Kotler. USA 52 . Olson. Kotler. (2003). ³Consumer Behavior and Marketing Strategy´ (7th´ Ed.. Paul Peter and Jerry C. Research Method for Business A Skill-Building Approach.): John Wiley & Sons. ³The Analytic Hierarchy Process´ McGraw Hill. Inc.) p. Philip and Amstrong. (1980). Paul Peter and Jerry C. R.. and Wozniak. New Jersey: Prentice Hall J..6: McGraw-Hill Irwin Schiffman. ³Consumer Behavior and Marketing Strategy´ (7th´ Ed.Hanna. Kanuk (2007)³Consumer Behavior´(ninth Ed. Olson. ³Consumer Behavior an Applied Research´. 53 .): Pearson International Edition.) p. N. APPENDIX 54 . 5 juta ( ) Rp. IDENTITAS RESPONDENT 1..Tahun 3. Umur :«. PENDAHULUAN y Judul penelitian ³Analyzing Consumer Innovativeness to Student Shopping Style at Faculty of Economy SamRatulangi University Manado´ y Pernyataan-pernyataan di bawah ini bertujuan untuk mengumpulkan data yang akan digunakan dalam proses penelitian.KUISIONER I. PETUNJUK y Dimohn untuk memberi tanda(˜) pada kolom jawaban. II. dimhon kesedian anda untuk menjawab pernyataan-pernyataan di bawah ini. 1 Juta ( ) >diatas 2. Pendapatan per Bulan/uang saku : ( ) < Rp. 1 juta. dimana hasilnya nanti dapat memberikan manfaat bagi peneliti dan mahasiswa y Untuk maksud tersebut.2. y Informasi: Pilih 1 = Bila anda sangat tidak setuju dengan peryataan Pilih 2 = Bila anda tidak setuju dengan pernyataan Pilih 3 = Bila anda tidak yakin/ragu-ragu dengan pernyataan Pilih 4 = Bila anda setuju dengan pernyataan Pilih 5 = Bila anda sangat setuju dengan pernyataan III. Jenis kelamin: ( ) Laki-laki 2.5 juta ( )Perempuan 55 . Saya membeli baju karena kualitas 2. Saya membeli baju loyal pada merek tertentu 5. Saya membeli baju karena trend 2 3 4 5 X2. Cognitive Innovativeness (kecenderungan menunjukan gaya berbelanja) 1 1. Memiliki dana khusus untuk membeli baju 5. Saya membeli baju tidak mementingkan harga 3. Saya Bingung memilih karena banyak pilihan 4. Saya membeli baju karena pengaruh lingkungan social 2 3 4 5 56 . Saya memilih baju karena bermerek 2. Saya selalu melihat gaya penampilan artis dan melihat di TV 3. Saya membeli baju mengikuti kata hati 4. Sensory Innovativeness (kecenderungan memiliki gaya berbelanja) 1 1.X1. Saya membeli baju karena mengikuti teman 4.Y = Shopping Style 1 1. Saya selalu mengikuti trend yang ada 2. Saya membeli baju karena kebutuhan 3. saya sering membeli baju kalau diskon 2 3 4 5 57 . Saya memakai uang saku untuk membeli baju 5.