Zulfa, Alfida Indana (2021) Analisis pengaruh desain kemasan susu kental manis "X" Tetrapack terhadap keputusan pembelian dan kepuasan konsumen. Sarjana thesis, Universitas Brawijaya.
Abstract
Keputusan pembelian konsumen antara lain dipengaruhi oleh desain kemasan. Desain kemasan susu kental manis “x” tetrapack yang aman, ergonomis, memiliki identitas, terdapat informasi tentang nilai gizi dan keunggulan produk, serta gambar yang mudah dikenali oleh konsumen diharapkan dapat menarik konsumen untuk membeli produk susu kental manis “X” tertrapack. Penilaian positif konsumen terhadap produk dan desain kemasan susu kental manis “X” tetrapack akan berdampak pada terpenuhinya kepuasan konsumen. Tujuan penelitian ini adalah: 1). mengetahui pengaruh desain kemasan susu kental manis “X” tetrapack terhadap keputusan pembelian; 2). mengetahui pengaruh desain kemasan susu kental manis “X” tetrapack terhadap kepuasan konsumen; 3). mengetahui pengaruh keputusan pembelian susu kental manis “X” tetrapack terhadap kepuasan konsumen. Penelitian dilakukan di Malang, Jawa Timur dengan menggunakan metode survei terhadap 100 orang responden. Variabel penelitian ini terdiri dari: 1). desain kemasan, yang merupakan variabel bebas (independent variable) ; 2). Keputusan pembelian dan kepuasan konsumen, yang merupakan variabel terikat (dependent variable). Hasil uji validitas menunjukkan semua indikator yang digunakan adalah valid. Hasil uji reabilitas diketahui bahwa nilai Cronbach Alpha seluruhnya bernilai lebih besar dari 0,60, menunjukan bahwa kuesioner dapat memberikan hasil pengukuran yang konsisten dan termasuk kedalam kriteria indeks reabilitas yang tinggi. Hasil uji linieritas menunjukkan hubungan antar variabel yang bersifat linier dan memenuhi asumsi yang ditetapkan. Informasi dan promosi merupakan indikator yang paling dominan merefleksikan kedudukan desain kemasan. Sesuai Harapan memiliki nilai terbesar, menunjukkan indikator yang paling dominan merefleksikan kedudukan keputusan pembelian. Hasil uji inner model atau uji hipotesis menunjukkan 1). desain kemasan susu kental manis “X” tetrapack berpengaruh positif terhadap keputusan pembelian; 2). desain kemasan susu kental manis “X” tetrapack berpengaruh positif terhadap keputusan pembelian; 3). Keputusan pembelian berpengaruh positif terhadap kepuasan konsumen
English Abstract
The consumer’s purchase decision is influenced by packing design. Packing design of tetrapack “X” condensed milk with safe, ergonomic, has an identity, consist of nutritional value and product advantages, also has recognizable picture which are expected to attract consumer’s to buy tetrapack “X” condenced milk. Consumer’s positive opinion on product and packaging design of tetrapack “X” condenced milk will have an impact in consumer’s satisfication. The objectives of this research is : 1) knowing the influence of packaging design of sweetened condensed milk tetrapack “X” to the decision of purchase; 2) knowing the influence of packaging design of sweetened condensed milk tetrapack “X” to the decision of satisfaction of customer: 3) knowing the influence of the decision of purchase of sweetened condensed milk tetrapack “X” to the satisfaction of customer. This research is carried out in Malang, East of Java using survey method to 100 respondents. The variables of this reseach are 1). Packaging design (independent variable); 2).consumer’s decision and consumer’s satisfication (dependent variable). Validity test result shows all off indicators are valid. Reability test result shows Cronbach Alpha is more than 0,60, it showed that questionnaire gives consistent measurement result and included in high criteria realibility index. Linearity test result shows the relationship between linear variable and based on assumption set. Information and promotion are the most dominant indicators. As Expected has the largest value, showing the most dominant indicator reflecting the position of purchasing decisions. Both indicators of consumer’s satisficatin has same outer loading value it showed both of them are indicator which dominant in consumer’s satisfication. The inner model or hypothetical test sows 1). The design of the sweetened, tetrapack packaging has a positive influence on decisions purchase; 2). A thick, sweet, tetrapack, condensed milk collection design thw positive effect on the purchase decision; 3). The purchase decision has a positive effect on the consumer satisfaction
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052108 |
| Uncontrolled Keywords: | Desain kemasan, keputusan pembelian, kepuasan konsumen, Packaging Design, Purchase Decision, Consumer Satisfaction |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture > 338.16 Production efficiency |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Unnamed user with username dedyiskandar |
| Date Deposited: | 22 Oct 2021 07:37 |
| Last Modified: | 23 Feb 2022 07:23 |
| URI: | http://repository.ub.ac.id/id/eprint/185093 |
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