DETAIL KOLEKSI

Pengaruh causes attributes terhadap consumers purchase intention


Oleh : Ageng Gumilar

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2011

Pembimbing 1 : Sri Vandayuli Riorini

Subyek : Consumer behavior;marketing

Kata Kunci : causes's marketing, consumers purchase intention, consumer loyalty and consumer behavior


File Repositori
No. Nama File Ukuran (KB) Status
1. 2011_TA_MJ_022050036_7.pdf 1408.2
2. 2011_TA_MJ_022050036_6.pdf 1016.2
3. 2011_TA_MJ_022050036_5.pdf 1106.1
4. 2011_TA_MJ_022050036_4.pdf 1164.21
5. 2011_TA_MJ_022050036_3.pdf 1081.08
6. 2011_TA_MJ_022050036_2.pdf 984.43
7. 2011_TA_MJ_022050036_1.pdf 975.96

P Penyusunan skripsi ini bertujuan untuk mengetahui apakah terdapat pengaruh dari Cause attribute terhadap Consumer Purchase Intention . Data penelitian ini diperoleh dari penyebaran kuesioner kepada 150 responden yang merupakan pelanggan yang pernah melakukan pembelian produk Air Mineral Kemasan. Teknik pengambilan sampel dilakukan dengan nonprobability sampling yaitu dengan purposive sampling. Penelitian ini mengembangkan lima hipotesa. Berdasarkan hasil penenelitian dan pembahasan telah diuraikan pada bab sebelumnya, dapat ditarik kesimpulan bahwa : 1) Terdapat pengaruh positif Cause Importance terhadap Consumer Purchase Intention. Hasil penelitian ini Menunjukan penelitian dan pembahasan yangapabila Cause Importance pada suatu produk meningkat maka akan menimbulkan Consumer Purchase Intention yang lebih tinggi. 2) Terdapat pengaruh Cause Proximity terhadap Consumer Purchase Intention. Artinya apabila perusahaan mau melakukan donasi yang bisa mengangkat citra perusahaan maka Consumer Purchase Intention bisa lebih baik. 3) Terdapat pengaruh positif antara The Degree of Causes participation for consumer terhadap Consumers Purchase Intention. Artinya jika konsumen juga berperan aktif maka Consumer Purchase Intention dapat ditingkatkan. 4) Terdapat pengaruh positif Congruence between the firms products and the cause terhadap Consumers Purchase Intention. Artinya, jika konsumen merasa bisa mengambil bagian kedalam suatu sebab maka konsumen akan mempunyai niat untuk melakukan pembelian. 5) Terdapat pengaruh positif antara Fit between the brand and the cause terhadap Consumers Purchase Intention. Artinya jika konsumen merasa terpegaruh atas sebab-sebab yang diorganisi oleh perushaan yang bercitra baik maka Consumer Purchase Intention akan meningkat.

T The main object of this research is to analyze the influence of Causes Attribute on Consumers Purchase Intention. The data of this research were obtained from 150 respondens, which are the customer has an experience to buy a mineral water. Sampling is out by using non-probability purposive. This research developed by five hypotesis. Based on the results and discussion penenelitian have been described in the previous chapter, it can be concluded that: 1) There are positive influences Cause Importance of Consumer Purchase Intention. Results of this study Scrutiny and discussion shows yangapabila Cause Importance on an improved product that will give rise to Consumer Purchase Intention higher. 2) There are Proximity Cause influence on Consumer Purchase Intention. that is to say when enterprises want to do this donation could lift the corporate image Consumer Purchase Intention it could be better. 3) There is a positive influence Causes of The Degree of Participation for consumer to Consumers Purchase Intention. That is if consumers also play an active role then Consumer Purchase Intention can be improved. 4) There is a positive influence Congruence Firms between the products and the Cause of Consumers Purchase Intention. That is, if consumers feel able to take part into a because then consumers will have the intention to make a purchase. 5) There is positive influence between Fit between the brand and the Cause of Consumers Purchase Intention. That is if consumers feel terpegaruh on reasons by the Industrial diorganisi a good bercitra the Consumer Purchase Intention increases.

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