Analisis pengaruh product attributes terhadap hedonic value dan functional value untuk membentuk repurchase intention pada pengguna tupperware di Surabaya

Purba, Andreas Dwian Alfredo (2023) Analisis pengaruh product attributes terhadap hedonic value dan functional value untuk membentuk repurchase intention pada pengguna tupperware di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tupperware adalah perusahaan dari Amerika serikat yang diciptakan oleh Earl Tupper pada tahun 1946 di mana membuat produknya untuk digunakan oleh bapak dan ibu rumah tangga demi menyimpan makanan yang kedap udara sehingga dapat bertahan lama. Produk dari Tupperware ini sudah tersebar di 100 negara di seluruh dunia. Tupperware baru menembus pasar Indonesia pada tahun 1991 oleh salah satu distributor di Jakarta yang sekarang sudah memiliki 74 distributor yang tersebsar di seluruh Indonesia. Penelitian ini bertujuan agar dapat mengetahui pengaruh dari Product Quality, Product Variety, Health-Oriented, Convenience, Reasonable Price terhadap Repurchase Intention melalui Hedonic Value dan Functional Value. Manfaat yang diharapkan dari penelitian ini adalah agar menambah wawasan terhadap variabel tersebut dan pengetahuian lebih terhadap ilmu manajemen. Penelitian ini bersifat kausal yang di mana menggunakan bantuan software AMOS 22.0 karena menggunakan metode kuantitatif, penelitian ini juga berhasil mendapatkan data primer sebanyak 135 dari pengguna Tupperware di Surabaya yang didapatkan menggunakan teknik Snowball Sampling. Karakteristik dari responden ini juga yaitu pria dan wanita, berumur 18-60 tahun, mengetahui program membership Tupperware dan pernah membeli produk Tupperware 2x dalam 12 bulan terakhir. Pada penelitian ini mendapatkan hasil bahwa variabel yang berpengaruh positif signifikan pada Hedonic Value adalah Reasonable Price. Kemudian yang berpengaruh positif signifikan pada Functional Value adalah Product Quality, Product Variety, Health-Oriented, Reasonable Price. Dan variabel yang berpengaruh positif signifikan pada Repurchase Intention adalah Functional Value. Tupperware is a company from the United States that was created by Earl Tupper in 1946 which makes its products for use by housewives and men to store food airtight so that it can last a long time. This product from Tupperware is spread in 100 countries throughout the world. Tupperware only penetrated the Indonesian market in 1991 by a distributor in Jakarta who now has 74 distributors throughout Indonesia. This research aims to determine the influence of Product Quality, Product Variety, Health-Oriented, Convenience, Reasonable Price on Repurchase Intention through Hedonic Value and Functional Value. The expected benefit of this research is to increase insight into these variables and gain more knowledge about management science. This research is causal in nature which uses the help of AMOS 22.0 software because it uses quantitative methods. This research also succeeded in obtaining 135 primary data from Tupperware users in Surabaya which were obtained using the Snowball Sampling technique. The characteristics of these respondents are men and women, aged 18-60 years, aware of the Tupperware membership program and have purchased Tupperware products twice in the last 12 months. In this research, the results showed that the variable that had a significant positive effect on Hedonic Value was Reasonable Price. Then those that have a significant positive effect on Functional Value are Product Quality, Product Variety, Health-Oriented, Reasonable Price. And the variable that has a significant positive effect on Repurchase Intention is Functional Value.

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