Pengaruh diferensiasi produk terhadap minat beli konsumen: Studi kasus pengguna batu bacan di Kota Ternate Maluku Utara

Albaar, Umar (2015) Pengaruh diferensiasi produk terhadap minat beli konsumen: Studi kasus pengguna batu bacan di Kota Ternate Maluku Utara. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim Malang.

[img]
Preview
Text (Fulltext)
11510105.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (4MB) | Preview

Abstract

INDONESIA:

Diferensiasi adalah sebuah pembeda atau bagaimana caranya agar menjadi berbeda dengan produk atau perusahaan lain. Minat Beli adalah suatu responefektif atau proses merasa atau menyukai suatu produk tetapi belum melakukan keputusan untuk membeli. Batu Bacan adalah sejenis mata perhiasaan yang berada di pulau Bacan provinsi Maluku utara, batu Bacan pada saat ini merupakan tren topik di kalangan masyarakat Indonesia.Tujuan penelitian ini adalah untuk mengetahui, mengenalisi, serta menjelaskan hubungan Diferensiasi Produk terhadap Minat Beli Konsumen dalam menggunakan, produk batu Bacan.

Penelitian ini menggunakan pendekatan kuantitatif. Penelitian dilakukan di Kota Ternate Maluku Utara, karena disana pusat jual-beli batu Bacan Metode pengelola data menggunakan alat bantu berupa SPSS dengan kuesioner yang dibagikan kepada 65 responden. Data tersebut dianalisis menggunakan skala likert, uji validitas, uji realibilitas, uji regresi berganda, dan koefisien determinasi.

Adapun hasil dari penelitian ini dapat dijelaskan bahwa; Secara slimutan pengaruh Diferensiasi produk yang terdiri dari Kualitas, Harga, Keistimewaan, Gaya, dan Rancangan menpengaruhi Minat Beli konsumen. Dari lima variabel pengaruh Diferensiasi produk yang terdiri dari Kualitas, Harga, Keistimewaan, Gaya, dan Rancangan, hanya Gaya yang mempengaruhi secara parsial terhadap Minat Beli Konsumen.

ENGLISH:

Differentiation is a differentiator or how to be different from the other products or companies. Buying Interest is the effective response or the process of feeling about something or like a product but is still not done with the decision to buy. Stone Bacan is a kind of jewelry eye located in the province of North Maluku at Bacan island and which currently is the trend topic among Indonesian communities. The purpose of this study was to know, analyze, and explain the relationship of product differentiation towards consumers’ buying interest of using Stone Bacan.

This research is using an quantitative approachment. The study was conducted in the city of Ternate, North Maluku since it is the buying and selling center of stone Bacan. The method used for data management was computer software named SPSS with questionnaires which were distributed to 65 respondents. The data was analyzed by Likert scale, validity test, reliability test, double regression test, and coefficient of determination.

The results of the study showed that; Simultaniously, the effect of product differentiation which consists of Quality, Price, Features, style, and design all affected the consumers’ buying interest. Among the five variables, the effects of product differentiation which consisted of Quality, Price, Features, Style, and design, only Style which affected partially towards the consumers’ buying interest.

Item Type: Thesis (Undergraduate)
Supervisor: Al-Idrus, Salim
Keywords: Diferensiasi produk; Minat Beli Konsumen; Product differentiation; consumer buying interest
Departement: Fakultas Ekonomi > Jurusan Manajemen
Depositing User: Siti Maimunah
Date Deposited: 21 Jul 2016 05:07
Last Modified: 21 Jul 2016 05:07
URI: http://etheses.uin-malang.ac.id/id/eprint/2993

Actions (login required)

View Item View Item