Manuarang, Romario Nimrod (2018) Pengaruh Product Knowledge Terhadap Purchase Intention (Survei pada Pengunjung Toko Buku UB Press, Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan menguji dan menjelaskan pengaruh secara simultan (bersamasama) dan parsial Product Knowledge terhadap Purchase Intention pada pengunjung Toko Buku UB Press, Kota Malang. Variabel independen pada penelitian ini ialah Subjective Knowledge / Pengetahuan Subyektif (X1), Objective Knowledge / Pengetahuan Obyektif (X2), dan Experience Knowledge / Pengetahuan berbasis pengalaman (X3). Variabel dependen pada penelitian ini ialah Purchase Intention / Minat Beli (Y). Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan sampel 116 orang Pengunjung Toko Buku UB Press, Kota Malang. Metode pengumpulan data yang digunakan ialah kuesioner dan wawancara. Teknik analisis data yang digunakan pada penelitian ini adalah analisis statistik deskriptif dan analisis statistik inferensial dengan menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa variabel Subjective Knowledge / Pengetahuan Subyektif (X1), Objective Knowledge / Pengetahuan Obyektif (X2), dan Experience Knowledge / Pengetahuan berbasis pengalaman (X3) berpengaruh signifikan secara simultan (bersama-sama) terhadap Purchase Intention / Minat Beli (Y) yang dapat dilihat dari nilai sig. F (0,000) < sig. α (0,05) dan nilai Adjusted R Square sebesar 0,508 atau 50,8%. Hal ini menunjukkan bahwa Product Knowledge yang terdiri dari variabel Subjective Knowledge / Pengetahuan Subyektif (X1), Objective Knowledge / Pengetahuan Obyektif (X2), dan Experience Knowledge / Pengetahuan berbasis pengalaman (X3) sebesar 50,8% dapat mempengaruhi Purchase Intention / Minat Beli (Y). Secara parsial, Subjective Knowledge / Pengetahuan Subyektif (X1) berpengaruh namun tidak signifikan terhadap Minat Beli (Y) dengan nilai sig. t (0,843) > sig. α (0,05), Objective Knowledge / Pengetahuan Obyektif (X2) berpengaruh signifikan terhadap Minat Beli (Y) dengan nilai sig. t (0,000) < sig. α (0,05), dan Experience Knowledge / Pengetahuan berbasis pengalaman (X3) berpengaruh signifikan terhadap Minat Beli (Y) dengan nilai sig. t (0,005) < sig. α (0,05).
English Abstract
This research aims to test and explain the influence of Product Knowledge on Purchase Intention simultaneously and partially on Visitors of Toko Buku UB Press, Malang. Independent variables in this research are Subjective Knowledge (X1), Objective Knowledge (X2), and Experience Knowledge (X3). Dependent variable in this research is Purchase Intention (Y). This type of research used explanatory research with a quantitative approach. The sampling technique used purposive sampling with a sample of 116 Visitors of Toko Buku UB Press, Malang. Data collection methods used questionnaire and interview. Data analysis techniques used in this research are descriptive statistical analysis and inferential statistical analysis by using multiple linear regression analysis. The results of this research indicate that Subjective Knowledge (X1), Objective Knowledge (X2), and Experience Knowledge (X3) are simultaneously have a significant effect on Customer Loyalty (Y) which can be seen from the significance value F (0,000) < α (0,05) and Adjusted R Square value is 0,508 or 50,8%. This means that 50,8% of Product Knowledge consisting of Subjective Knowledge (X1), Objective Knowledge (X2), and Experience Knowledge (X3) can affect Purchase Intention (Y). Partially, Subjective Knowledge (X1 influential but not significant on Purchase Intention (Y) with a significance value t (0,843) > α (0,05), Objective Knowledge (X2) significantly influential on Purchase Intention (Y) with a significance value t (0,000) < α (0,05), and Experience Knowledge (X3) significantly influential on Purchase Intention (Y) with a significance value t (0,005) < sig. α (0,05).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/96/051802811 |
| Uncontrolled Keywords: | Product Knowledge, Subjective Knowledge, Objective Knowledge, Experience Knowledge, dan Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 19 Apr 2018 02:08 |
| Last Modified: | 26 Oct 2021 03:32 |
| URI: | http://repository.ub.ac.id/id/eprint/9596 |
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