The effect of brand consciousness, materialism, social comparison, product innovativeness and product involvement on attitude towards purchasing and repurchase intention at Nature Republic Medan

Winarni, Giovani (2022) The effect of brand consciousness, materialism, social comparison, product innovativeness and product involvement on attitude towards purchasing and repurchase intention at Nature Republic Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The beauty industry that is growing bigger now in line with the technological development that keeps developing and also the demand that seems higher. Foreign beauty companies also choose Indonesia as their target marketplace with no exception to beauty brand from South Korea, which is Nature Republic. With many entrants that fight in the market makes Nature Republic need to know about what aspects they need to improve or develop to serve their customers. The purpose of this study was to determine the effect of brand consciousness, materialism, social comparison, product innovativeness and product involvement on repurchase intention through attitude towards purchasing of Nature Republic Medan. With the purpose to gaining knowledge and insight about the influence between the variables. This research is causal research. Using quantitative methods with the help of the AMOS ver 22.0 program. Data collection was carried out by distributing online questionnaires with the snowball sampling technique to 135 respondents with the characteristics of female respondents aged 18-60 years, domiciled in Medan, who had bought Nature Republic products at least two times in the last two years. The results showed that Brand Consciousness showed significant effect regression to Attitude towards Purchasing coefficient value 0.426 , Materialism showed a significant effect on Attitude Towards Purchasing with regression coefficient value 0.217, Social Comparison showed no significant effect on Attitude Towards Purchasing with regression coefficient value 0.162, Product Innovativeness showed a significant effect on Attitude Towards Purchasing with regression coefficient value 0.337, Product Involvement showed a significant effect on Attitude towards Purchasing with regression coefficient value 0.359, Attitude Towards Purchasing showed a significant effect regression coefficient on Repurchase Intention value 0.553./Pertumbuhan industri kecantikan yang semakin luas di Indonesia diiringi dengan kemajuan teknologi yang terus berkembang dan juga permintaan yang semakin tinggi membuat industri ini terlihat menjanjikan dan berpotensi. Banyak perusahaan kecantikan dari luar negeri juga memilih Indonesia sebegai target pasar mereka tidak terkecuali brand kecantikan dari Korea Selatan yaitu Nature Republic. Dengan banyaknya pendatang baru yang muncul dan bersaing di pasar membuat Nature Republic ingin mengetahui aspek apa yang harus ditingkankan dan dikembangkan untuk konsumen mereka. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari Kesadaran Brand, Materialisme, Perbandingan Sosial, Inovasi Produk, dan Keterlibatan Produk terhadap Sikap Terhadap Pembelian dan Niat Pembelian Kembali di Nature Republic Medan. Dengan tujuan untuk menambah pengetahuan tentang pengaruh dari variabel-variabel tersebut. Penelitian ini merupakan penelitian kausal. Menggunakan metode kuantitatif engan bantuan program AMOS versi 22.0. Pengumpulan data dilakukan dengan menyebarkan kuisioner online dengan teknik snowball sampling kepada 135 responden dengan karakteristik responden wanita atau pria berumur 18-60 tahun, berdomisili di Medan, pernah membeli produk Nature Republic minimal dua kali dalam dua tahun terakhir. Hasil penelitian menunjukkan bahwa variabel Kesadaran Brand berpengaruh signifikan terhadap Sikap terhadap pembelian dengan koefisien regresi sebesar 0.426; variabel Materialisme berpengaruh signifikan terhadap Sikap terhadap pembelian dengan koefisien regresi sebesar 0.217; variabel Perbandingan Sosial tidak berpengaruh secara signifikan terhadap Sikap Terhadap Pembelian dengan koefisien regresi sebesar 0.162; variabel Inovasi Produk berpengaruh signifikan terhadap Sikap Terhadap Pembelian dengan koefisien regresi sebesar 0.337; variabel Keterlibatan Produk berpengaruh signifikan terhadap Sikap terhadap pembelian dengan koefisien regresi sebesar 0.359; dan variabel Sikap Terhadap Pembelian berpengaruh signifikan terhadap Niat Pembelian Kembali dengan koefisien regresi sebesar 0.553.

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