Consumer Culture Theory: Hubungan Timbal Balik antar Social Operant Resources dan Operand Resources dalam Studi Empiris McDonald’s Indonesia

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PDF (Bahasa Indonesia)
Published Jan 13, 2020
DOI https://doi.org/10.21632/kbi.2.1.132-161

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Ricky Reksoprawiro
Program Studi Branding, Universitas Prasetiya Mulya, Jakarta
Gabriella Scarlett
Program Studi Branding, Universitas Prasetiya Mulya, Jakarta
Alexander Joseph Ibnu Wibowo
Program Studi Branding, Universitas Prasetiya Mulya, Jakarta
Novi Amelia
Program Studi Branding, Universitas Prasetiya Mulya, Jakarta

Abstract

Penelitian ini bertujuan untuk menguji secara empiris secara garis besar untuk mengetahui hubungan antara konsep social operant resources terhadap operand resources yang dilandasi oleh consumer culture theory. Secara spesifik, studi ini ingin menguji sebagai berikut: (i) pengaruh social operant resources terhadap economic operand resources; (ii) pengaruh social operant resources terhadap material operand resources; (iii) pengaruh economic operand resources terhadap social operant resources; dan (iv) pengaruh material operand resources terhadap social operant resources; (v) hubungan timbal balik antara social operant resources dan economic operand resources; (vi) hubungan timbal balik antara social operant resources dan material operand resources. Permasalahan dalam studi ini ditelaah dengan berbasis pada konsep consumer culture theory (CCT). Pengumpulan data primer dilakukan menggunakan kuesioner melalui survei online. Seluruh indikator diukur menggunakan skala Likert tujuh poin. Penelitian ini berhasil memperoleh data responden sebanyak 358 orang konsumen restoran McDonald’s. Teknik analisis faktor eksploratori exploratory factor analysis (EFA) diterapkan untuk melakukan uji validitas konstruk. Selanjutnya, keenam hipotesis diuji menggunakan teknik structural equation modeling (SEM). Hasil studi ini berhasil membuktikan bahwa keenam hipotesis yang diajukan tidak ditolak. Secara ringkas, social operant resources memengaruhi economic operand resources, social operant resources memengaruhi material operand resources, economic operand resources memengaruhi social operant resources, material operand resources memengaruhi social operant resources, ada hubungan timbal balik antara social operant resources dan economic material resources, dan ada hubungan timbal balik antara social operant resources dan material operand resources.

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How to Cite
REKSOPRAWIRO, Ricky et al. Consumer Culture Theory: Hubungan Timbal Balik antar Social Operant Resources dan Operand Resources dalam Studi Empiris McDonald’s Indonesia. Kajian Branding Indonesia, [S.l.], v. 2, n. 1, p. 132-161, jan. 2020. ISSN 2721-2092. Available at: <https://journal.prasetiyamulya.ac.id/journal/index.php/kbi/article/view/365>. Date accessed: 23 nov. 2024. doi: https://doi.org/10.21632/kbi.2.1.132-161.
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Issue
Vol 2 No 1 (2020): Kajian Branding Indonesia
Section
Articles
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