Alfian, Muhammad Afan (2016) Analisis Pengaruh Pictorial Cigarette Warning Labels Kemasan Rokok Terhadap Keputusan Pembelian Konsumen. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini menjelaskan pengaruh label bergambar bahaya merokok yang terdiri dari gambar (X1), informasi (X2), harga (X3), dan pengaruh psikologi (Y1) terhadap keputusan pembelian konsumen (Y2). Label bergambar bahaya merokok adalah gambar peringatan bahaya merokok yang tertera pada kemasan rokok yang terdiri dari 5 gambar dan 5 informasi peringatan. Tujuan penelitian ini adalah mengetahui pengaruh label bergambar bahaya merokok kemasan rokok terhadap keputusan pembelian konsumen, serta mengetahui variabel paling berpengaruh terhadap keputusan pembelian konsumen. Analisis data menggunakan metode Partial Least Square (PLS). Analisis data menggunakan software SPSS 17.0 dan SmartPLS dengan sampel 100 responden. Hasil riset didapatkan 2 model. Pertama, pengaruh psikologi dimodelkan dengan persamaan Y1= 0,566X1 + 0,373X2 - 0,116X3 + ξ. Gambar dan informasi berpengaruh positif signifikan terhadap psikologi konsumen, sedangkan harga berpengaruh negatif tidak signifikan. Kedua, keputusan pembelian konsumen dimodelkan dengan persamaan Y2= 0,016X1 + 0,084X2 + 0,131X3 - 0,211Y1 + ξ. Pengaruh psikologi bertindak sebagai variabel mediasi. Gambar, informasi, dan harga berpengaruh positif tidak signifikan terhadap keputusan pembelian konsumen, sedangkan pengaruh psikologi berpengaruh negatif tidak signifikan. Faktor yang memiliki pengaruh paling besar terhadap keputusan pembelian konsumen ialah harga. Hasil riset ini menunjukkan konsumen mengetahui bahaya merokok namun tetap membeli rokok.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2016/117/051602998 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 15 Apr 2016 13:02 |
| Last Modified: | 23 Oct 2021 06:47 |
| URI: | http://repository.ub.ac.id/id/eprint/150645 |
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