Wahyuni, RistaNella (2013) Faktor-Faktor Yang Mempengaruhi Pembelian Minuman Teh Kemasan Kotak (Studi Di Universitas Brawijaya Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Peningkatan konsumsi teh kemasan siap minum mendorong perusahaan-perusahaan yang memproduksi produk minuman dari teh mengembangkan produknya untuk memenuhi keinginan konsumen yang menginginkan kepraktisan. Kemasan kotak merupakan suatu inovasi produk yang diluncurkan di tengah persaingan industri teh dalam kemasan siap minum. Kemasan kotak ini memiliki keunggulan kepraktisan yang lebih tinggi dibandingkan kemasan botol kaca, antara lain lebih praktis, ringan, dan mudah dibawa sehingga memudahkan konsumen untuk mengkonsumsi. Strategi produk yang biasanya dilakukan oleh produsen adalah dengan merubah-rubah atribut produknya, bisa dengan merubah tampilan kemasan, maupun dengan merubah atribut produk yang lainnya. Atribut produk ini dinilai sebagai salah satu upaya meningkatkan minat konsumen agar tertarik dalam membeli minuman teh kemasan kotak. Atribut-atribut tersebut adalah variabel merek (nama merek), variabel kemasan (tampilan, gambar, kepraktisan, warna), variabel pelabelan (informasi produk), variabel garansi (kebersihan isi), dan variabel fitur (rasa, volume/isi, harga, aroma) Penelitian ini dilakukan untuk mengetahui atribut produk yang dipilih oleh konsumen minuman teh kemasan kotak, terutama mahasiswa yang sedang menempuh studinya di Universitas Brawijaya, Malang. Mengingat mahasiswa merupakan konsumen yang kritis dan termasuk dalam segmen smart consumer yang membutuhkan banyak pertimbangan sebelum melakukan pembelian. Selain itu, terdapat beberapa faktor yang mempengaruhi pembelian minuman teh kemasan kotak. Faktor-faktor ini timbul dikarenakan adanya beberapa pilihan yang akan ditemui ketika proses pembelian. Konsumen harus selektif dalam memilih produk yang akan dibelinya. Nama merek, uang saku, volume produk dan harga produk dapat dijadikan faktor-faktor yang mempengaruhi pembelian minuman teh kemasan kotak. Penelitian ini bertujuan untuk menganalisis atribut produk yang dipertimbangkan dalam pembelian minuman teh kemasan kotak, menganalisis faktor-faktor yang mempengaruhi pembelian minuman teh kemasan kotak, dan menganalisis faktor yang paling dominan dalam mempengaruhi pembelian minuman teh kemasan kotak. Terdapat beberapa metode yang digunakan dalam penelitian ini. Metode yang digunakan untuk menjawab tujuan penelitian adalah metode Cochran Q test dan regresi linier dummy variabel. Hasil penelitian antara lain: 1) atribut produk minuman teh kemasan kotak yang dijadikan pertimbangan dalam pembelian adalah nama merek, kepraktisan kemasan, informasi produk, kebersihan isi, rasa produk, volume/isi produk, harga produk dan aroma teh, 2) sedangkan faktor-faktor yang mempengaruhi pembelian minuman teh kemasan kotak secara parsial atau nyata adalah nama merek, uang saku, dan harga produk, dan 3) faktor yang paling dominan dalam mempengaruhi pembelian minuman teh kemasan kotak adalah uang saku, dimana semakin banyak uang saku yang dimiliki oleh mahasiswa maka akan semakin sering pula mahasiswa melakukan pembelian minuman teh kemasan kotak. Saran dari penelitian ini adalah 1) bagi perusahaan minuman teh kemasan, perusahaan dianjurkan untuk terus melakukan inovasi terbaru berkaitan dengan atribut produk dan mengembangkan produk yang sesuai dengan uang saku mahasiswa dan 2) bagi peneliti selanjutnya, dianjurkan untuk menyertakan variabel-variabel lain dalam analisis untuk dipertimbangkan sehingga hasil penelitian bisa lebih representatif.
English Abstract
The increasement of ready to drink tea consumption cause many companies which produce tea beverage product to develop their product. It is done to fulfill the consumer needs for practicality. Carton packed is a product inovation which is launched in the middle of the competition between the ready to drink tea industries. The carton packed has the higher practicality excellence compared to the glass bottle packaging. The excellences are easy to carry, light and more practical so it is easyly to consume. The product’s strategy which usually done by the producers to change the product attributes. It can be done by changing the package display, or changing the other product attributes. This product attribute is valued as one of the effort to increase the consumer interest so that they wants to buy the carton packed tea drink. The atributtes are brand variable (brand name), packaging variable (display, picture, practicality, color), labeling variable (product information), guarantee variable (content cleanliness), and feature variable (flavour, volume, price, aroma).This research is done to know the product attributes which are chosen by the carton packed tea drink’s consumers, especially Brawijaya University student. Those students are choosen because they belong to crictical and smart consumer who will consider the attributes before purchasing. Besides, there are some factors that influence the purchasing of carton packed tea drink. These factors appear due to some choices that will be found at the purchasing process. Consumers have to be selective in choosing products. Some factors that influence the purchasing of carton packed tea drink are barand name, volume, price and pocket money. The purpose of this research are analysing the product attribute which is considered in purchasing of carton packed tea drink, analysing factors that influence purchasing of carton packed tea drink and analysing the most dominant factor that influence the purchasing of carton packed tea drink . . There are some analysis methods that are used ini this research. The methods are Cochran Q test Analysis and dummy multiple linear regression. The result of this research 1) carton packed tea drink attributes which are used as the consideration in the purchasing are brand name, practicality, product information, cleanliness, flavour, volume, price and tea aroma, 2) brand name, pocket money, and price are the factors which has the real effect in purchasing of carton packed tea drink, and 3) the most dominant factor in influencing the purchasing of carton packed tea drink is pocket money, hence, the more money that they have, the more frequency they buy the carton packed tea drink. And the suggestion of this research are 1) It is suggested for the tea drink company to always make the latest inovation related to the product attributes and develpo a product that fit with the student’s pocket money, and 2) It is suggested that for the next researchers to considered the other variables in order to make the research result more representative.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FPT/2013/281/051310698 |
| Subjects: | 600 Technology (Applied sciences) > 636 Animal husbandry |
| Divisions: | Fakultas Peternakan > Peternakan |
| Depositing User: | Endang Susworini |
| Date Deposited: | 15 Nov 2013 13:56 |
| Last Modified: | 21 Oct 2021 07:12 |
| URI: | http://repository.ub.ac.id/id/eprint/136989 |
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