Mahmudah, Putri Nur and Dian Ari Nugroho,, SE., MM., (2023) Pengaruh Product Attribute, Lifestyle Dan Perceived Value Terhadap Purchase Intention Produk Tisu Paseo (Studi Kasus Pada Konsumen Tisu Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh product attribute yang menonjolkan kesan ramah lingkungan, lifestyle konsumen yang peduli terhadap kesehatan dan lingkungan serta perceived value terhadap Purchase Intention produk tisu Paseo. Populasi penelitian seluruh konsumen tisu Paseo di Kota Malang, dengan sampel sebanyak 160 responden yang dipilih dengan nonprobability sampling dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner online dan dianalisis menggunakan regresi linier berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa Product Attribute (merek, kemasan, label, jaminan, dan layanan) memiliki pengaruh signifikan terhadap niat pembelian produk tisu Paseo. Di antara atribut tersebut, merek memiliki pengaruh yang paling kuat. Selain itu, Perceived Value (nilai emosional, nilai sosial, nilai fungsional, dan nilai uang yang dikeluarkan) juga berpengaruh signifikan dengan nilai fungsional dalam persepsi produk Paseo menjadi faktor paling penting yang mendorong niat pembelian. Meskipun Lifestyle konsumen yang peduli terhadap lingkungan tidak berpengaruh secara signifikan terhadap niat pembelian, mayoritas responden menunjukkan gaya hidup yang peduli terhadap lingkungan. Penelitian ini memberikan wawasan penting bagi perusahaan tisu Paseo dalam mengembangkan strategi pemasaran yang menekankan atribut merek yang menarik serta nilai fungsional produk. Perhatian terhadap nilai fungsional dan kesadaran lingkungan dapat meningkatkan niat pembelian konsumen di Kota Malang.
English Abstract
This study aims to analyze the influence of prominent product attributes highlighting environmental friendliness, consumers' lifestyle of health and sustainability, and perceived value on the purchase intention of Paseo tissue products. The research population consists of all Paseo tissue consumers in the city of Malang, with a sample of 160 respondents selected through nonprobability purposive sampling technique. Data was collected through an online questionnaire and analyzed using multiple linear regression with the assistance of SPSS. The research results indicate that Product Attributes (brand, packaging, labeling, guarantee, and services) have a significant influence on the purchase intention of Paseo tissue products. Among these attributes, the brand has the strongest influence. Additionally, Perceived Value (emotional value, social value, functional value, and monetary value) also has a significant impact, with functional value in the perception of Paseo products being the most important factor driving purchase intention. Although consumers' environmentally aware lifestyle does not have a significant influence on purchase intention, the majority of respondents exhibit an environmentally conscious lifestyle. This research provides important insights for Paseo tissue company in developing marketing strategies that emphasize attractive brand attributes and the functional value of the product. Attention to functional value and environmental consciousness can enhance consumer purchase intention in the city of Malang.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020617 |
| Uncontrolled Keywords: | Product Attribute, Lifestyle, Perceived Value, Purchase Intention. |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 19 Jan 2024 03:56 |
| Last Modified: | 19 Jan 2024 03:56 |
| URI: | http://repository.ub.ac.id/id/eprint/207567 |
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Text (DALAM MASA EMBARGO)
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