DETAIL KOLEKSI

Pengaruh product attribute beliefs terhadap consumer perceived value dan repurchase intention

5.0


Oleh : Anneke Helena Rismauli

Info Katalog

Nomor Panggil : 2018_TA_MJ_022154005

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Dyah Astarini

Subyek : Content sensory attribute beliefs;Marketing management

Kata Kunci : content sensory attribute beliefs, packaging and branding attribute beliefs, content functional attr


File Repositori
No. Nama File Ukuran (KB) Status
1. 2018_TA_MJ_022154005_Halaman-Judul.pdf 1215.81
2. 2018_TA_MJ_022154005_Bab-1.pdf 602.38
3. 2018_TA_MJ_022154005_Bab-2.pdf 1048.47
4. 2018_TA_MJ_022154005_Bab-3.pdf 1805.54
5. 2018_TA_MJ_022154005_Bab-4.pdf 1237.56
6. 2018_TA_MJ_022154005_Bab-5.pdf 575.94
7. 2018_TA_MJ_022154005_Daftar-Pustaka.pdf 908.41
8. 2018_TA_MJ_022154005_Lampiran.pdf 2079.56

P Penelitian ini bertujuan untuk menganalisis pengaruh product attribute beliefs pada minuman RTD Coffee terhadap consumer perceived value dan repurchase intention.Metode pengumpulan data menggunakan kuesioner dengan teknik purposive sampling kepada 264 responden, 170 responden melalui wawancara langsung dan 94 penyebaran kuisioner melalui Google Form. Dari keseluruhan sampel hanya 253 sampel yang bisa digunakan. Hal ini dikarenakan 11 responden tidak memenuhi syarat utama sebagai sampel, karena syarat utama sebagai sample pada penelitian ini adalah pernah melakukan pembelian minuman RTD Coffee sama dengan atau lebih dari dua kali pembelian dan menyukai minuman RTD Coffee. Alat analisis data yang diunkan untuk menguji validitas adalah confirmatory factor analysis, uji hipotesis adalah Structural Equation Modem (SEM) dan uji reliabilitas adalah Cronbach’s Alpha.Hasil yang didapat dari penelitian ini adalah terdapat pengaruh positif content sensory attribute beliefs terhadap perceived utilitarian value, content sensory attribute terhadap perceived hedonic value, packaging and branding attribute beliefs terhadap perceived utilitarian value, packaging and branding attribute beliefs terhadap perceived hedonic value, content functional attribute beliefs terhadap perceived utilitarian value, content functional attribute beliefs terhadap perceived hedonic value, perceived utilitarian value tidak berpengaruh terhadap repurchase intention, dan perceived hedonic value terhadap repurchase intention.Peneliti selanjutya disarankan untuk meneliti produk-produk selain minuman RTD lainnya diluar kopi, menambahkan jumlah responden, menambahkan variabel-variabel lain seperti brand loyalty (Chaudhuri,A.and Holbrook,M.B, 2001) dan trust (Carmina, F.H. and Blanco, C.F, 2011)

T This research objective is to analyze the effect of the product attribute beliefs of ready-to-drink (RTD) coffee beverages on consumer perceived value and repurchase intention.The method used for data collection is by distributing questionnaire to 264 respondents. 170 respondents through direct interviews and 94 distributing questionnaires through Google Form. Of the total sample only 253 samples can be used. This is because 11 respondents not meet the main requirements as a sample, because the main requirement as a sample in this study is who have purchased RTD Coffee beverages equal or more than twice purchased and enjoyed to drink RTD Coffee beverages. The validity test is conducted using confirmatory factor analysis, the hypotheses testing is conducted by using Structural Equation Model (SEM analysis model, and the reliability test is conducted using Cronbach’s Alpha.The results obtained from the study is there are positive influence between content sensory attribute beliefs to perceived utilitarian value, content sensory attribute to perceived hedonic value, packaging and branding attribute beliefs to perceived utilitarian value, packaging and branding attribute beliefs to perceived hedonic value, content functional attribute beliefs to perceived utilitarian value, content functional attribute beliefs to perceived hedonic value, perceived utilitarian value doesn’t influence repurchase intention, and perceived hedonic value to repurchase intention.For future research is suggested to analyze other product, beside RTD Coffee beverages, and use other variables such as brand loyalty (Chaudhuri,A.and Holbrook,M.B, 2001) and trust (Carmina, F.H. and Blanco, C.F, 2011).

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