Hidayat, Izdihar Ratnaduhita and 5. Prof. Dr. Ir. Budi Hartono,, MS., IPU., ASEAN Eng. (2024) Nilai Konsumen Terhadap Pembelian Susu Uht (Studi Kasus Prima Freshmart Etc Brawijaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Nilai konsumen merupakan penentu keberhasilan pemasaran produk suatu perusahaan. Nilai konsumen yang mempengaruhi pembelian susu UHT yaitu nilai kesehatan, nilai keamanan, nilai sosial, nilai hedonis, nilai lingkungan, dan pengetahuan produk. Penelitian ini menguji pengaruh nilai konsumen terhadap sikap terhadap perilaku tertentu dan niat membeli kembali. Penelitian ini dilaksanakan di Prima Freshmart ETC Brawijaya yang berlokasi di Kampus Universitas Brawijaya, Malang, Jawa Timur dengan sasaran penelitian adalah konsumen susu UHT di Prima Freshmart ETC Brawijaya. Survei dilakukan sebagai metode penelitian. Penelitian ini menggunakan pendekatan deskriptif kuantitatif dengan menggunakan analisis Partial Least Square (PLS) dengan software SmartPLS untuk mengetahui pengaruh nilai pelanggan terhadap sikap terhadap perilaku tertentu terhadap niat membeli kembali. Hasil penelitian menunjukkan nilai konsumen yang kelima yaitu nilai kesehatan (p=2,739), nilai keamanan (p=2,289), nilai hedonis (p=2,634), nilai lingkungan (p=5,136), dan pengetahuan produk (p=4,490). secara signifikan mempengaruhi sikap terhadap perilaku tertentu. Namun nilai sosial (p=1,726) terhadap nilai konsumen tidak berpengaruh signifikan terhadap sikap terhadap perilaku tertentu. Terakhir, sikap terhadap perilaku tertentu (p = 101,785) ditemukan berpengaruh signifikan terhadap niat membeli kembali. Kesimpulannya, nilai kesehatan, nilai hedonik, dan pengetahuan produk berpengaruh positif signifikan terhadap sikap terhadap perilaku tertentu, sedangkan nilai keamanan dan nilai hedonik berpengaruh negatif terhadap sikap terhadap perilaku tertentu, dan sikap terhadap perilaku tertentu berpengaruh positif terhadap niat membeli kembali. Namun nilai sosial tidak menunjukkan pengaruh yang signifikan terhadap sikap terhadap perilaku tertentu.
English Abstract
marketing success. There are consumer values influencing the purchase of UHT milk in Prima Freshmart ETC Brawijaya, such as healthy value, safety value, social value, hedonic value, environment value, and product knowledge. This study examines the impact of consumers value on attitude towards certain behavior and intention to repurchase. The research was carried out at Prima Freshmart ETC Brawijaya located in Campus Universitas Brawijaya, Malang, East Java with the research target being is the consumers of milk UHT in Prima Freshmart ETC Brawijaya. Survey is conducted as a research method. This study adopted a quantitative descriptive approach, utilizing partial least squares (PLS) analysis with SmartPLS software to investigate the effect of customers value on attitude towards certain behavior to intention to-repurchase. The results revealed that the fifth consumers value, namely healthy value (p = 2.739), safety value (p = 2.289), hedonic value (p = 2.634), environment value (p = 5.136), and product knowledge (p = 4.490) significantly affect attitude towards certain behavior. However, social value (p = 1.726) on consumers value is not significantly affect attitude towards certain behavior. Lastly, attitude towards certain behavior (p = 101.785) were found significantly affect intention to repurchase. In conclusion, healthy value, hedonic value, and product knowledge has impact positively significant on attitudes towards certain behavior, while safety value and hedonic value has impact negatively on attitudes towards certain behavior, and attitudes towards certain behavior has impact positively towards intention to repurchase, however social value do not exhibit a significant impact on attitudes towards certain behavior.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0524050126 |
| Uncontrolled Keywords: | consumers value, attitude towards behavior, intention to repurchase, UHT milk. |
| Divisions: | Fakultas Peternakan > Peternakan |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 22 Mar 2024 05:31 |
| Last Modified: | 22 Mar 2024 05:31 |
| URI: | http://repository.ub.ac.id/id/eprint/217322 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
Izdihar Ratna.pdf Restricted to Registered users only Download (3MB) |
Actions (login required)
 |
View Item |