Pengaruh atribut produk terhadap loyalitas konsumen keripik pedas Maicih di forum Kaskus.co.id

Ardyansyah, Moechammad Arief (2012) Pengaruh atribut produk terhadap loyalitas konsumen keripik pedas Maicih di forum Kaskus.co.id. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Perilaku konsumen memberikan informasi mengenai berbagai fakta tentang perilaku berbelanja, misalnya dalam membeli suatu produk para konsumen memiliki berbagai sikap yang berbeda-beda dalam memandang berbagai atribut yang dianggap relevan dan penting. Dalam memilih produk, konsumen tentu saja dipengaruhi oleh atribut produk dari suatu produk. Menurut Fandi Tjiptono (1998: 103), atribut produk adalah unsur-unsur produk yang dipandang penting oleh konsumen dan dijadikan dasar pengambilan keputusan pembelian. Atribut-atribut produk meliputi: merek, kemasan, jaminan (garansi), pelayanan, dan pelabelan. Penelitian ini bertujuan untuk mengetahui pengaruh atribut produk terhadap loyalitas konsumen keripik pedas Maicih baik secara simultan maupun parsial, serta untuk mengetahui variabel yang dominan terhadap loyalitas konsumen.

Pengujian ini menggunakan pendekatan penelitian eksplanatori (explanatory research) atau penelitian yang menganalisis pengaruh atribut produk terhadap loyalitas konsumen dengan pengambilan sampel sebanyak 84 responden, menggunakan teknik Accidental sampling (berdasarkan kebetulan), instrumen penelitian berupa kuesioner, dan model analisis yang digunakan adalah regresi linier berganda. Sebelumnya, dilakukan pengujian validitas dan reliabilitas, beserta uji asumsi klasik terhadap data penelitian.

Hasil penelitian menunjukkan bahwa atribut produk (merek, kemasan, pelabelan, pelayanan, dan jaminan) berpengaruh simultan dan parsial terhadap loyalitas konsumen dengan nilai signifikansi sebesar 0,000 dan nilai Fhitung sebesar 18,165. Sedangkan secara parsial indikator merek, kemasan, pelabelan, pelayanan dan jaminan berpengaruh signifikan terhadap loyalitas konsumen. Dan indikator yang dominan berpengaruh terhadap loyalitas konsumen adalah variabel jaminan dengan memiliki kontribusi sebesar 49,28%

ENGLISH:

Consumer behavior provides information on the various facts about buying behavior, such as the purchase of a product, consumers have different attitudes different way of looking at a variety of attributes that are considered relevant and important. In choosing the products, consumers certainly influenced by product attributes of a product. According to Fandi Tjiptono (1998: 103), product attributes are product elements that considered important by consumers and used as a basis for decision-making purchases. Product attributes include: branding, packaging, warranty (warranty), service, and labeling. This study aimed to investigate the effect of product attributes against consumer loyalty Maicih spicy chips either simultaneously or partially, and to investigate the dominant variable against customer loyalty.

This test uses explanatory research approach (explanatory research) or research that analyze the effect of product attributes on consumer loyalty with taking sample of 84 respondents, using accidental sampling techniques (by coincidence), research instruments such as questionnaires, and the analysis model used is multiple linear regression . Previously, testing the validity and reliability, along with the classic assumption test the research data.

The results showed that the product attributes (brand, packaging, labeling, servicing, and insurance) simultaneous and partial influential on customer loyalty with a significance value of 0,000 and Fcount value of 18.165. While partially, branding indicator, packaging, labeling, insurance and services significantly influence customer loyalty. And indicators that dominant influence on customer loyalty is guaranteed variable with a contribution of 49.28%

Item Type: Thesis (Undergraduate)
Supervisor: Hasan, Irmayanti
Keywords: Atribut Produk; Loyalitas Konsumen; Product Attributes; Consumer Loyalty
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Departement: Fakultas Ekonomi > Jurusan Manajemen
Location: 150503
Depositing User: Heni Kurnia Ningsih
Date Deposited: 15 Sep 2015 01:53
Last Modified: 15 Sep 2015 01:53
URI: http://etheses.uin-malang.ac.id/id/eprint/2041

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