Ramdhani, D'Mugi (2016) Pengaruh Co-Branding Terhadap Customer Purchase Intention dan Keputusan Pembelian (studi terhadap konsumen eskrim Wall’s Selection Oreo di Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Ketika perkembangan perekonomian dunia semakin bergerak ke arah global dimana perekonomian difokuskan pada perluasan pasar guna mendapatkan konsumen sebanyak mungkin dan mendapatkan keuntungan yang maksimal menuntut perusahaan untuk menetapkan strategi yang dapat memperluas atau setidaknya mempertahankan posisinya dalam industri tersebut. Dalam industri kuliner, perusahaan perlu menerapkan strategi yang cukup sensitif dalam memperkirakan dan menyesuaikan selera konsumen yang notabene akan selalu berbeda pada tiap region dan selalu berubah-ubah. Namun demikian dalam industri kuliner atau lebih fokus lagi dalam industri eskrim, perusahaan tidak perlu terlalu memfokuskan diri dalam penentuan rasa, karena pada dasarnya di tiap negara dalam seluruh belahan dunia eskrim memiliki dasar rasa manis dan dingin yang menyegarkan, sehingga perusahaan perlu lebih memfokuskan diri terhadap bagaimana perusahaan menyikapi persaingan yang semakin ketat dan berat dengan inovasi produk, dimana Co-Branding merupakan salah satu strategi aliansi strategis yang mampu menjawab segala tantangan tersebut. Penelitian ini mencoba mengetahui akan bagaimana pengaruh Co-Branding terhadap Customer Purchase Intention dan Keputusan Pembelian. Penelitian ini merupakan penelitian eksplanatorik dengan lokasi penelitian di seluruh Indonesia pada pengkonsumsi produk eskrim Wall’s dan biskuit Oreo serta eskrim Wall’s Selection Oreo. Teknik analisis yang digunakan adalah analisis Path. Tujuan dalam penelitian ini adalah guna mengetahui pengaruh CoBranding terhadap Customer Purchase Intention dan Keputusan Pembelian. CoBranding (X) merupakan variabel eksogen dalam penelitian ini, dan Customer Purchase Intention (Y1) dan Keputusan Pembelian (Y2) adalah variabel endogen. Ketepatan model hipotesis dari data penelitian ini diukur dari hubungan koefisien determinasi (R2), dengan hasil perhitungan adalah sebesar 0.7689 menerangkan bahwa kontribusi model untuk menjelaskan hubungan struktural dari ketiga variabel yang diteliti adalah sebesar 76,89%. Hasil perhitungan ini menunjukkan bahwa Co-Branding berpengaruh secara signifikan baik melalui variabel Customer Purchase Intention ataupun secara langsung terhadap variabel Keputusan Pembelian.
English Abstract
When the development of the world economy is increasingly moving towards a global economy which is focused on expanding the market to acquire customers as much as possible and get the maximum benefit requires companies to define strategies to expand or at least maintain its position in the industry. In the culinary industry, companies need to implement a strategy that is sensitive enough to predict and adjust to consumer tastes which incidentally will always be different in each region and always changing. However, in the culinary industry or to be more focused on ice cream industrial, the company does not need to be too focused on the determination of taste, because basically in every country throughout the world, ice cream has a basic sweetness and cool refreshing taste, so companies need to be more focused on how companies address the increasingly intense competition and heavy with product innovation, in which the Co-Branding is an strategic alliance that can address all these challenges. This study will try to determine about how the effects of Co-Branding to Customer Purchase Intention and Buying Decision. This research is an explanatory research with research sites throughout Indonesia in consuming products of Wall's ice cream, Oreo cookies and Wall's Selection Oreo ice cream. The analysis technique used is the Path analysis. The purpose of this research was to determine the effect of CoBranding to Customer Purchase Intention and Buying Decision. Co-Branding (X) is an exogenous variable in this study, and Customer Purchase Intention (Y1) and the Consumer Satisfaction (Y2) is an endogenous variable. The accuracy of the model hypothesis of the research data is measured from a relationship coefficient of determination (R2), with the result of the calculation is equal to 0.7689 explained that the contribution of the structural model to describe the relationship of the three variables studied amounted to 76.89%. The result of this calculation indicates that the Co-Branding significant influence either through a variable Customer Purchase Intention or directly to variable Buying Decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2016/1313/051811169 |
| Uncontrolled Keywords: | Co-Branding, Customer Purchase Intention, Keputusan Pembelian- Co-Branding, Customer Purchase Intention, Buying Decision |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 14 Jan 2019 02:32 |
| Last Modified: | 14 Jan 2019 02:32 |
| URI: | http://repository.ub.ac.id/id/eprint/161889 |
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