Pengaruh diferensiasi produk, inovasi produk, ekuitas merek, faktor budaya, faktor sosial, faktor pribadi dan faktor psikologis terhadap keputusan pembelian: studi empiris pada pameran Apreasiasi Kreasi Indonesia

Paseru, Olivia Ribkah Datu (2023) Pengaruh diferensiasi produk, inovasi produk, ekuitas merek, faktor budaya, faktor sosial, faktor pribadi dan faktor psikologis terhadap keputusan pembelian: studi empiris pada pameran Apreasiasi Kreasi Indonesia. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini memiliki tujuan untuk melihat dan memahami apakah diferensiasi produk, inovasi produk, ekuitas merek, faktor budaya, faktor sosial, faktor pribadi dan faktor psikologis terhadap keputusan pembelian dengan studi kasus pada pameran Apresiasi Kreasi Indonesia dengan sampel populasi dari pengunjung pameran di Kota Samarinda dan Kota Surabaya. Sampel yang digunakan pada penelitian ini berasal dari target populasi yang mengunjungi pameran Apresiasi Kreasi Indonesia di Kota Samarinda dan Kota Surabaya. Sampel yang digunakan pada penelitian ini berjumlah 232 responden. Data kuesioner yang terkumpul kemudian diolah dan dianalisis menggunakan pendekatan Partial Least Square Structural Equation Modeling (PLS SEM) dari Smartpls 3.0. Hasil dari pengolahan data dan berdasarkan hipotesis yang diajukan didapatkan bahwa diferensiasi produk, inovasi produk, faktor budaya, faktor pribadi dan faktor psikologis berpengaruh secara positif dan signifikan terhadap terhadap keputusan pembelian. Ekuitas merek dan faktor sosial tidak berpengaruh secara positif terhadap keputusan pembelian. / This study aims to see and understand whether product differentiation, product innovation, brand equity, culture factor, social factor, personal factor and pshychological factor have an influenced to purchase decision with empirical study at Apresiasi Kreasi Indonesia Exhibition which held in Samarinda City and Surabaya City. The data obtained comes from the target population who visited the Apresiasi Kreasi Indonesia exhibition. The sample used in this research was 232 respondents. Data that collected was processed and analyzed using the Partial Least Square Structural Equation Modeling (PLS SEM) approach from Smartpls 3.0. At the end of this study, it was found that based on data processed and the proposed hypothesis shows that differentiation product, innovation product,culture factor ,individual factor and physcological factor have a positive and significant influenced on purchase decision. Brand equity and social factor did not have a positive and significant influenced on purchase decision.

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