Keterlibatan personal konsumen terdahap minat beli produk store brand

Mamahit, Chyntia (2017) Keterlibatan personal konsumen terdahap minat beli produk store brand. Masters thesis, Universitas Pelita Harapan.

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Abstract

Tujuan penelitian ini adalah mengetahui bagaimana keterlibatan personal setiap konsumen terhadap produk merek toko yang ditawarkan oleh peritel. Penelitian ini dilakukan mengingat semakin meningkatnya produk merek toko yang ditawarkan oleh peritel. Variabel yang terdapat dalam penelitian ini adalah untuk mengetahui apa saja yang mempengaruhi konsumen dalam membeli produk merek toko. Market mavens dan stability tendency merupakan variabel exogenous dalam penelitian ini, dimana variabel tersebut merupakan karakteristik konsumen sebagai penentu awal tindakan untuk mempengaruhi personal konsumen. Personal involvement merupakan variabel independen, Store brand Familiarity dan store brand value for money merupakan variabel moderasi sedangkan variabel dependen adalah Store brand buying intention. Sampel dari penelitian ini berjumlah 206 responden yang pernah menggunakan produk merek toko. Metode analisis data menggunakan Structural Equation Model (SEM) yang diolah dengan software IBM SPSS AMOS Versi 24 untuk pengujian model dan hipotesis dalam penelitian. Hasil penelitian yang ditemukan bahwa faktor yang mempengaruhi konsumen berminat terhadap produk merek toko di daerah DKI Jakarta adalah value for money yang ditawarkan oleh produk merek dan nilai keakraban dimana konsumen telah memiliki pengalaman sebelumnya terhadap produk merek toko. Keterlibatan personal yang mendorong konsumen minat terhadap produk merek toko adalah keterlibatan fungsional dan simbolik, sedangkan keterlibatan ekonomi tidak berpengaruh secara signifikan / The purpose of this study is to know how the personal involvement of each consumer to store brand products offered by retailers. This research is done considering the increasing of store brand products offered by retailers. Variable contained in this research is to know what influences consumer in buying store brand product. Market mavens and stability tendency are exogenous variables in this study, where these variables are consumer characteristics as the initial determinants of action to influence personal consumers. Personal involvement is an independent variable, Store brand Familiarity and store brand value for money is a moderating variable while the dependent variable is the Store brand buying intention. Samples from this study amounted to 206 respondents who have used brand store products. Data analysis method using Structural Equation Model (SEM) processed with IBM SPSS AMOS version 24 software for model testing and hypothesis in research. The results of the research found that the factors that influence consumers interested in brand store products in the DKI Jakarta area are the value for money offered by the brand products and the value of familiarity where consumers have had previous experience on the brand store products. Personal involvement that drives consumers' interest in store brand products is functional and symbolic engagement, whereas economic involvement has no significant effect

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