EDDYONO, FAUZIAH (2014) PENGARUH PERSEPSI KONSUMEN PADA KINERJA ATRIBUT HARGA, PROMOSI, SALURAN DISTRIBUSI DAN RISIKO TERHADAP KEPUTUSAN PEMBELIAN BERULANG MI INSTAN. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The high demand of rice consumption in Indonesia pushes the government to regulate diversification of food supply. Instant noodle is one among many available alternatives. Addressing this current situation, it is necessary to provide information concerning consumer behavior to repeat purchase instant noodle. This thesis aims to determine the effect of consumer perception on the attributes of (1) price, (2) promotion, (3) distribution channels and (4) the risk in making decision to repeat purchase instant noodle. This study was conducted in Jakarta beween November and December 2013. With Convenience Sampling, 196 consumers were surveyed, and using descriptive and verificative methods, the data were analyzed applying Structural Equation Modeling (SEM). Partial analysis reveals that promotion, distribution channels, and the neglectness of health risks affect consumer decision to repeat purchase. In addition, the factor of price simultan affects consumer decision to repeat purchase instant noodle. Key words: consumer perception, price, risk, decision to purchase, instant noodle. Tingginya kebutuhan beras di tanah air belakangan ini, membuat pemerintah cukup kewalahan untuk memenuhi kebutuhan beras bagi masyarakat sehingga harus dilakukan upaya pengendalian untuk mengurangi kebutuhan tersebut yaitu melalui program diversifikasi pangan. Mengkonsumsi mi instan merupakan salah satu alternatif untuk mendukung program diversifikasi pangan sehingga dibutuhkan suatu informasi mengenai perilaku konsumen yang berkaitan dengan pembelian mi instan secara berulang. Tesis ini bertujuan untuk mengetahui pengaruh persepsi konsumen pada atribut (1) harga, (2) promosi, (3) saluran distribusi dan (4) risiko dalam melakukan keputusan pembelian berulang mi instan. Penelitian dilaksanakan di DKI Jakarta pada bulan November – Desember 2013. Jumlah responden sebanyak 196 konsumen yang dipilih dengan menggunakan Convinience Sampling. Metode yang digunakan dalam penelitian ini adalah metode deskiriptif dan verifikatif, serta dianalis dengan menggunakan Structural Equation Modeling (SEM). Hasil penelitian pengujian secara partial menunjukkan bahwa faktor-faktor promosi, saluran distribusi, dan pengabaian risiko kesehatan berpengaruh terhadap keputusan pembelian berulang. Sedangkan secara simultan faktor harga juga akan mempengaruhi konsumen dalam melakukan pembelian berulang mi instan. Kata kunci: persepsi konsumen, harga, risiko, keputusan pembelian, mi instan.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-14-063 |
| NIM/NIDN Creators: | 55111120144 |
| Uncontrolled Keywords: | consumer perception, price, risk, decision to purchase, instant noodle, persepsi konsumen, harga, risiko, keputusan pembelian, mi instan. mps, manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 21 Apr 2022 03:28 |
| Last Modified: | 30 Jun 2022 02:17 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60301 |
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