Aysha, Abidah Nur (2019) Pengaruh atribut produk terhadap keputusan pembelian produk Elizabeth (studi pada konsumen Elizabeth Cabang Bojonegoro) / Abidah Nur Aysha. Diploma thesis, Universitas Negeri Malang.
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i ABSTRAK Aysha Abidah Nur. 2019. Pengaruh Atribut Produk Terhadap Keputusan Pembelian Produk Elizabeth (Studi Pada Konsumen Elizabeth Cabang Bojonegoro). Skripsi Jurusan Manajemen Fakultas Ekonomi Universitas Negeri Malang. Pembimbing (I) Dr. Aniek Indrawati S.SI. M.M. (II) Handri Dian Wahyudi S.Pd. S.E. M.Sc. Kata Kunci Harga Merek Keistimewaan Produk Kualitas Produk dan Keputusan Pembelian. Judul penelitian ini adalah Pengaruh Atribut Produk Terhadap Keputusan Pembelian Produk Elizabeth (Studi Pada Konsumen Elizabeth Cabang Bojonegoro) . Perilaku pembelian konsumen dapat dikatakan sesuatu yang unik karena preferensi dan sikap terhadap obyek setiap orang berbeda. Selain itu konsumen berasal dari beberapa segmen sehingga apa yang dibutuhkan dan diinginkan juga berbeda. Keputusan Pembelian merupakan sebuah tindakan yang dilakukan konsumen untuk membeli suatu produk. Keputusan produk sendiri dipengaruhi oleh beberapa faktor antara lain atribut produk yang terdiri dari harga merek keistimewaan prduk dan kualitas produk. Penelitian ini bertujuan untuk menguji pengaruh atribut produk terhadap keputusan pembelian. Penelitian ini dirancang menggunakan penelitian kuantitatif dengan pendekatan deskriptif eksplanatory. Populasi dalam penelitian ini adalah konsumen Elizabeth Cabang Bojonegoro dengan mengambil sampel sejumlah 152 responden dengan metode purposive sampling. Pengumpulan data diperoleh melalui penyebaran kuesioner kepada setiap konsumen Elizaberh yang datang. Analisis data menggunakan regresi linear berganda dengan bantuan software SPSS versi 22.0. Hasil analisis data diperoleh bahwa (1) Harga Merek Keistimewaan Produk dan Kualitas Produk dipersepsikan baik oleh konsumen produk Elizabeth di Bojonegoro rata-rata mereka puas (2) Harga berpengaruh positif dan signifikan terhadap keputusan pembelian produk Elizabeth di Bojonegoro (3) Merek berpengaruh positif dan signifikan terhadap keputusan pembelian produk Elizabeth di Bojonegoro (4) Keistimewaan produk tidak berpengaruh signifikan terhadap keputusan pembelian produk Elizabeth di Bojonegoro (5) Kualitas produk berpengaruh positif dan signifikan terhadap pembelian produk Elizabeth di Bojonegoro (6) Secara simultan atribut produk (harga merek keistimewaan produk dan kualutas produk) berpengaruh signifikan terhadap keputusan pemebelian (7) Variabel kualitas produk paling dominan dalam mempengaruhi keputusan pembelian produk Elizabeth di Bojonegoro dengan skor 53 1% (8) Sumbangan efektif sebesar 38 7% secara linear dapat menjelaskan pengaruh atribut produk terhadap kleputusan pembelian sedangakan sisanya 61 3% dijelaskan oleh variabel lain diluar model regresi ini. Berdasarkan hasil penelitian peneliti menyarankan beberapa saran bagi Elizabeth Cabang Bojonegoro untuk meningkatkan atau memperhatikan keistimewaan produk dengan membedakan produk dewasa dan anak-anak agar lebih mudah menemukan produk yang diinginkan sesuai dengan usianya. ii ABSTRACT Aysha Abidah Nur. 2019. The Effect of Product Attributes on Elizabeth Product Purchase Decisions (Study on Elizabeth Consumer in Bojonegoro Branch). Sarjana s Thesis Department of Management Faculty of Economics Universitas Negeri Malang. Advisor (I) Dr. Aniek Indrawati S.SI. M.M. (II) Handri Dian Wahyudi S.Pd. S.E. M.Sc. Keywords Price Brand Product Privileges Product Quality and Purchasing Decisions. The title of this research is The Effect of Product Attributes on Elizabeth Product Purchase Decisions (Study on Elizabeth Consumer in Bojonegoro Branch) . Consumer buying behavior can be said to be something unique because the preferences and attitudes towards the object of each person is different. In addition consumers come from several segments so what is needed and desired is also different. Purchasing decisions are actions taken by consumers to buy a product. Product decisions themselves are influenced by several factors including product attributes consisting of prices brands product privileges and product quality. This study aims to examine the effect of product attributes on purchasing decisions. This research was designed using quantitative research with explanatory descriptive approach. The population in this study were consumers of Elizabeth Branch Bojonegoro taking a sample of 152 respondents with a purposive sampling method. Data collection is obtained through distributing questionnaires to every Elizaberh consumer who comes. Data analysis using multiple linear regression with the help of SPSS version 22.0 software. The results of data analysis show that (1) Prices Brands Product Features and Product Quality are perceived well by Elizabeth product consumers in Bojonegoro on average they are satisfied (2) Price has a positive and significant effect on Elizabeth product purchasing decisions in Bojonegoro ( 3) Brands have a positive and significant effect on the purchasing decisions of Elizabeth products in Bojonegoro (4) Product specialty does not significantly influence Elizabeth s purchasing decisions in Bojonegoro (5) Product quality has a positive and significant effect on purchasing Elizabeth products in Bojonegoro (6) Simultaneously product attributes (prices brands product features and product quality) have a significant effect on purchasing decisions (7) The most dominant product quality variables in influencing Elizabeth s product purchase decisions in Bojonegoro with a score of 53.1% (8) Effective contribution of 38.7% can linearly explain the effect of product attributes on clamps for the purchase while the remaining 61.3% is explained by other variables outside of this regression model. Based on the results of the study the researchers suggested a number of suggestions for Elizabeth Bojonegoro Branch to improve or pay attention to the product specialty by differentiating between adult and children s products to make it easier to find the desired product according to their age
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | ?? ?? |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Departemen Manajemen (MNJ) > S1 Manajemen |
| Depositing User: | Users 2 not found. |
| Date Deposited: | 31 Jul 2019 04:29 |
| Last Modified: | 09 Sep 2019 03:00 |
| URI: | http://repository.um.ac.id/id/eprint/96570 |
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