Pengaruh penghapusan kemasan berlebih terhadap persepsi dan purchase intention konsumen pada produk private label

Chrisbyanti, Caroline (2016) Pengaruh penghapusan kemasan berlebih terhadap persepsi dan purchase intention konsumen pada produk private label. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilatarbelakangi oleh keadaan ekonomi yang tidak stabil, dan membuat konsumen beralih menggunakan produk private label. Private label itu sendiri seringkali menggunakan kemasan berlebih yang dirasa unik untuk menarik minat konsumen. Namun kemasan yang berlebih tersebut dapat menambah cost yang dikeluarkan oleh retailer serta menambah jumlah sampah, sehingga solusi dari permasalahan tersebut adalah dengan menerapkan penghapusan kemasan berlebih. Dilain pihak, penghapusan kemasan berlebih menjadi dilema bagi para retailer yang berusaha membuat produk private label dikenal dan lebih diminati oleh konsumen, serta bersaing dengan national brand melalui kemasan tersebut. Kemasan dapat mempengaruhi persepsi konsumen, seperti perceived quality, perceived expensiveness, perceived environmental friendliness, dan perceived convenience, serta dapat mempengaruhi purchase intention. Dengan menerapkan penghapusan kemasan berlebih, maka persepsi tersebut dapat terpengaruh juga. Peneliti ingin melihat bagaimana pengaruh penghapusan kemasan berlebih terhadap persepsi dan purchase intention konsumen di Jakarta. Dalam penelitian ini terlihat bahwa penghapusan kemasan berlebih berpengaruh terhadap perceived quality, perceived expensiveness, dan perceived environmental friendliness secara umum. Lebih spesifik pada produk mimic juga berpengaruh terhadap variabel yang sama, sedangkan pada produk generic hanya berpengaruh terhadap perceived expensiveness, dan perceived environmental friendliness. Peneliti juga menemukan pengaruh penghapusan kemasan berlebih terhadap purchase intention hanya dimediasi oleh variabel perceived quality pada produk mimic. Tidak ada efek serupa pada produk generic. Penelitian ini menggunakan 120 sampel responden yang merupakan konsumen private label. Penelitian ini merupakan penelitian eksperimental faktorial 2 (dengan kemasan berlebih vs tanpa kemasan berlebih) x 2 (produk private label mimic vs generic), dan metode yang digunakan adalah General Linear Model (GLM) serta Process Macro. Peneliti menggunakan software IBM SPSS 21 for windows untuk melakukan analisa model penelitian ini / The background of this research is unstable economic condition that makes consumer switching to use private label product. Private label tend to use overpackaging, those are unique, to draw consumer interest. However, overpackaging could raise the cost that issued by retailer and increase the amount of trash, so that the solution for this problem is to implement the elimination of overpackaging. On the other hand, the elimination of overpackaging becomes a dilemma for retailers who try to introduce private label product to the consumer, as well as compete national brand through packaging. Packaging could influence perception of the consumer, such as perceived quality, perceived expensiveness, perceived environmental friendliness, and perceived convenience, along with the purchase intention. By implementing the elimination of overpackaging, those perceptions can also be affected. In this research, the author attempt to see the influence of elimination of overpackaging towards consumer perception and purchase intention in Jakarta. In general, this research shows that elimination of overpackaging does have an influence on perceived quality, perceived expensiveness, and perceived environmental friendliness. Specifically, elimination of overpackaging does have an influence on certain variable for mimic product, otherwise for generic product does have an influence on perceived expensiveness and perceived environmental friendliness only. The author also find that influence analyses of elimination of overpackaging to purchase intention is mediated by perceived quality on mimic product. No such effect appears for generic product. The author employed 120 sample respondents who are private label consumer. The author use factorial experimental research 2 (overpackaging vs without overpackaging) x 2 (mimic vs generic private label products) and adopted General Linear Model (GLM) as well as Process Macro methodology. This research use IBM SPSS 21 version software to do the analysis

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Chrisbyanti, CarolineUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
ContributorJong, Martinus Tjhia TjenUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Dengan Kemasan Berlebih; Kemasan; Private Label; Perceived Quality; Perceived Expensiveness; Perceived Environmental Friendliness; Perceived Convenience; Purchase Intention
Subjects: K Law > K Law (General)
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Ms Devy Christiany Zega
Date Deposited: 08 Jul 2019 08:18
Last Modified: 08 Jul 2019 08:18
URI: http://repository.uph.edu/id/eprint/3834

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