Cahyo, AqsaDwi (2013) Pengaruh Atribut Produk Terhadap Keputusan Pembelian (Survei pada Konsumen Rokok Gudang Garam International Warga Kelurahan Sobo, Kecamatan Kota Banyuwangi, Kabupaten Banyuwangi),. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh secara bersama-sama dan pengaruh secara sendiri-sendiri antara variabel atribut produk. Jenis penelitian yang digunakan adalah penelitian eksplanatory research (penjelasan), penelitian ini dirancang untuk menjelaskan hubungan kausal yang terjadi antara variabel-variabel atribut produk rokok Gudang Garam International dengan keputusan pembelian konsumen. Atribut produk dalam penelitian ini terdiri dari tujuh variabel bebas yaitu Rasa (X 1 ), Aroma (X 2 ), Tekstur (X 3 ), Merek (X 4 ), Harga (X 5 ), Label (X 6 ), Kemasan (X 7 ) dan satu variabel terikat yaitu Keputusan Pembelian (Y). Adapun teknik pengumpulan data yang digunakan adalah kuesner yang disebarkan kepada konsumen rokok Gudang Garam International warga Kelurahan Sobo, Kecamatan Kota Banyuwangi, Kabupaten Banyuwangi sebanyak 92 orang responden. Teknik analisis data yang digunakan yaitu analisis deskriptif, uji asumsi klasik, analisis regresi linier berganda, dan analisis regresi parsial. Berdasarkan hasil pengujian yang dilakukan dengan analisis regresi linier berganda dapat diketahui bahwa secara bersama-sama variabel bebas yang terdiri dari Rasa (X 1 ), Aroma (X 2 ), Tekstur (X 3 ), Merek (X 4 ), Harga (X 5 ), Label (X 6 ), Kemasan (X 7 ) mempunyai pengaruh yang signifikan terhadap Keputusan Pembelian (Y). Hasil penelitian juga menunjukkan bahwa secara sendiri-sendiri mempunyai pengaruh positif atau signifikan terhadap keputusan pembelian. Rasa memiliki pengaruh yang paling besar dalam keputusan pembelian konsumen dengan beta sebesar 1,225. Hal ini berarti bahwa pada produk (khususnya produk rokok) atribut rasa merupakan faktor yang sangat diutamakan oleh konsumen. Apabila perusahaan ingin menjaga dan meningkatkan kepuasan konsumen, perusahaan harus benar-benar memperhatikan dan mengutamakan atribut produk, terutama atribut intrinsik produk pada produk rokok.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2013/444/051309320 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 28 Oct 2013 14:15 |
| Last Modified: | 22 Oct 2021 01:41 |
| URI: | http://repository.ub.ac.id/id/eprint/115998 |
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