Puspaningtyas, Azam and Dr. Dwi Retno Andriani and Wisynu Ari Gutama (2023) Pengaruh Harga, Kualitas Produk, dan Brand Image melalui Word of Mouth terhadap Keputusan Pembelian Benih Hortikultura pada PT. BISI International Tbk dengan Merek Cap Kapal Terbang di Kecamatan Panjatan, Kabupaten Kulon Progo. Sarjana thesis, Universitas Brawijaya.
Abstract
Kondisi industri perbenihan hortikultura di Indonesia terus mengalami perubahan seiring dengan bertambahnya jumlah produsen benih di Indonesia. PT. BISI Internasional Tbk merupakan salah satu produsen benih, dimana produknya dikenal dengan merek dagang Cap Kapal Terbang. Perusahaan ini memiliki banyak potensi yang seharusnya menjadi kekuatan PT. BISI International TBK agar menjadi market leader, mampu mempertahankan posisinya di pasar serta memastikan pertumbuhan yang berkelanjutan di masa depan. Namun, seiring dengan jumlah perusahaan benih di Indonesia yang semakin meningkat, menyebabkan semakin ketatnya persaingan bisnis di antara perusahaan benih dan dilansir dari laporan tahunan PT. BISI International Tbk (2021), penjualan neto benih sayur dan buah-buahan (hortikultura) merek Cap Kapal Terbang ternyata mengalami penurunan sebanyak Rp21,34 miliar pada tahun 2021. Permasalahan tersebut harus segera diatasi dengan baik agar tidak semakin berdampak negatif bagi kelangsungan operasional perusahaan. Harga, kualitas produk, dan brand image merupakan atribut produk yang dapat menjadi keunggulan produk yang dapat meningkatkan tingkat penjualan suatu produk. Adanya atribut tersebut akan mendorong konsumen untuk menilai dan mengevaluasi produk melalui word of mouth positif dikalangan konsumen. Oleh karena itu penulis tertarik untuk melakukan penelitian mengenai “Pengaruh Harga, Kualitas Produk, dan Brand Image melalui Word of Mouth Terhadap Keputusan Pembelian Benih Hortikultura pada PT. BISI International TBK dengan merek Cap Kapal Terbang di Kecamatan Panjatan, Kabupaten Kulon Progo” Penelitian ini dilakukan dengan pendekatan kuantitatif. Metode pengambilan sampel yang digunakan adalah purposive sampling dengan mengambil sebanyak 88 responden. Metode pengambilan data pimer menggunakan kuisioner dengan skala linkert. Analisis data yang digunakan yaitu SEM-PLS dengan software SmartPLS 4. Hasil penelitian menunjukan bahwa variabel harga tidak berpengaruh signifikan terhadap word of mouth sedangkan variabel kualitas produk dan brand image berpengaruh secara signifikan terhadap word of mouth. Variabel harga dan brand image juga tidak berpengaruh secara signifikan terhadap keputusan pembelian benih hortikultura merek Cap Kapal Terbang, sedangkan variabel kualitas produk dan word of mouth berpengaruh secara signifikan terhadap keputusan pembelian benih merek Cap Kapal Terbang. Penelitian ini juga menemukan bahwa variabel word of mouth tidak berperan dalam memediasi pengaruh antara variabel harga dan keputusan pembelian namun mampu berperan baik dalam memediasi pengaruh antara variabel kualitas produk dan brand image terhadap keputusan pembelian.
English Abstract
The condition of the horticultural seed industry in Indonesia continues to change along with the increasing number of seed producers in Indonesia. PT. BISI Internasional Tbk is one of the seed producers, where its products are known under the trademark Cap Kapal Terbang. This company has a lot of potential that should be the strength of PT. BISI International TBK in order to become a market leader, able to maintain its position in the market and ensure sustainable growth in the future. However, along with the increasing number of seed companies in Indonesia, it has caused more intense business competition among seed companies and reported from the annual report of PT. BISI International Tbk (2021), net sales of vegetable and fruit seeds (horticulture) of the Cap Kapal Terbang brand actually decreased by IDR 21.34 billion in 2021. These problems must be addressed immediately so as not to have a negative impact on the continuity of the company's operations. Price, product quality, and brand image are product attributes that can be product advantages that can increase the level of sales of a product. The existence of these attributes will encourage consumers to assess and evaluate products through a positive word of mouth among consumers. Therefore, the author is interested to research about " The Influence of Price, Product Quality, and Brand Image through Word of Mouth on Purchase Decisions of Horticulture Seeds at PT. BISI International Tbk with Cap Kapal Terbang Brand in Panjatan District, Kulon Progo Regency " This research was conducted with quantitative approach. The sampling method used was purposive sampling by taking as many as 88 respondents. The pimer data retrieval method uses a questionnaire with a likert scale. The data analysis used is SEM-PLS with SmartPLS 4 software. The results showed that the price variable has no significant effect on the word of mouth, while the variables of product quality and brand image has significant effect on the word of mouth. The price and brand image variables also has no significant effect on the purchasing decision of the Cap Kapal Terbang seeds, while the product quality and word of mouth variables has significant effect on the purchasing decisions of the Cap Kapal Terbang seeds. This study also found that word of mouth variables do not play a role in mediating the influence between price variables and purchasing decisions but are able to play a good role in mediating the influence between product quality and brand image variables on purchasing decisions.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523040027 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 30 May 2023 03:05 |
| Last Modified: | 30 May 2023 03:05 |
| URI: | http://repository.ub.ac.id/id/eprint/200657 |
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