Analisis pengaruh country-of-origin labelling, product knowledge, product involvement terhadap customer purchase decision dengan product involvement sebagai variabel moderating pada produk kebab turki baba rafi di Surabaya

Saputra, Arief (2014) Analisis pengaruh country-of-origin labelling, product knowledge, product involvement terhadap customer purchase decision dengan product involvement sebagai variabel moderating pada produk kebab turki baba rafi di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Perkembangan industri makanan semakin lama terus meningkat di seluruh dunia. Hal ini dimanfaatkan oleh berbagai produsen untuk memanfaatkan peluang membuka bisnis di bidang makanan. Bisnis makanan cepat saji sangat populer dikalangan masyarakat sekarang ini. Hal ini tak terkecuali di Indonesia, banyak perusahaan di Indonesia yang menggunakan waralaba untuk mengembangkan bisnis. Pelabelan nama negara menjadi salah satu faktor waralaba yang berada di Indonesia. Oleh karena itu, penelitian ini dilakukan untuk menganalisa pengaruh country-of-origin labelling, product knowledge, product involvement terhadap customer purchase decision dengan objek penelitian Kebab Turki Baba Rafi. Hasil penelitian ini diharapkan dapat digunakan oleh Kebab Turki Baba Rafi dalam mengembangkan strategi yang tepat untuk meningkatkan pembelian produk Kebab Turki Baba Rafi. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis Structural Equation Modeling (SEM) dan program AMOS 22.0. Kuesioner disebarkan kepada 100 responden yang digunakan sebagai sampel dalam penelitian ini dengan menggunakan non probability sampling dengan metode snowball sampling. Hasil penelitian ini menunjukkan bahwa variabel product involvement memiliki pengaruh signifikan positif terhadap variabel customer purchase decision dengan nilai koefisien regresi terbesar daripada variabel yang lain sebesar 0.538, selain memiliki pengaruh terbesar, product involvement akan memperkuat hubungan antara variabel product knowledge terhadap customer purchase decision dengan koefisien regresi sebesar 0.361 dan memperkuat hubungan variabel country-of-origin labelling terhadap customer purchase decision dengan dengan nilai koefisien regresi sebesar 0.372. Sedangkan untuk variabel country-of-origin labelling hanya memiliki pengaruh positif tetapi tidak signifikan dengan nilai koefisien regresi sebesar 0.141 terhadap variabel customer purchase decision / The development of food industry continues increasing worldwide. This situation used by various manufacturers to take advantage of this business opportunities to open food business. Fast food business is very popular among people nowadays. This is no exception in Indonesia, many companies in Indonesia that use franchising to develop business. Labeling the name of the country is one factor franchises located in Indonesia. Therefore, this study was conducted to analyze the effect of country-of-origin labelling, product knowledge, product involvement toward customer purchase decision with the object of research is Kebab Turki Baba Rafi. The results of this research can be used by Kebab Turki Baba Rafi to develop appropriate strategies to increase purchases of Kebab Turki Baba Rafi products. This study uses a quantitative approach with analysis technique of Structural Equation Modeling (SEM) and AMOS 22.0. The questionnaire distributed to 100 respondents who were used as samples in this study by using a non-probability sampling with snowball sampling method. The results of this research indicate that the product involvement variable has a positive significant influence on customer purchase decision variable with the largest regression coefficient value than other variables which is about 0.538, besides having the greatest influence, product involvement will strengthen the relationship between the variables of product knowledge to the customer purchase decision with a regression coefficient of 0.361 and strengthen the relationship variables country-of-origin labelling on customer purchase decision with the regression coefficient of 0.372. Whereas for variable of country-of-origin labelling, only have a positive effect but not significant with regression coefficient of 0.141 toward variable customer purchase decision

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