ANALYSIS OF CONSUMERS PERCEPTION OF VALUE FOR TV PRODUCTS
ALEMU TSEGAY KETEMA (adv. Dr. Basu Swastha Dh, SE., MBA), Dr. Basu Swastha Dh, SE., MBA
Dalam perubahan yang radikal, kompetitif dan linkungan bisnis yang menantang sekarang ini, konsumen merupakan sasaran penting untuk bisnis. Konsumen mulai lebih memperhatikan nilai. Konsumen yang memperhatikan nilai tidak dipengaruhi oleh hanya produk yang berkualitas
tinggi atau hanya harga yang terendah. Mereka membandingkan manfaat dengan pengorbanan, dan perbandingan ini menghasilkan persepsi nilai.Konsumen akan membeli produk yang dianggap mempunyai nilai tertinggi.Laporan penelitian ini merupakan suatu studi empiris yang bertujuan
untuk meneliti tingkat persepsi nilai. Yaitu mengamati pengaruh variabel variable bebas intrinsic attribute, extrinsic attribute, perceived quality,price, dan non-monetary sacrifices terhadap variable tidak bebas
perceived value; pengaruh perceived value terhadap purchase dan kalau ada perbedaan significant dalam persepsi nilai diantara yang sudah berkeluarga dan yang belum berkeluarga.Untuk mengetahui pengaruh variable-variable bebas intrinsic attribute, extrinsic attribute, perceived quality, price, dan non-monetary sacrifices terhadap variable tidak bebas perceived value,digunakan regresi berganda. Dengan derajat keperchayaan 95% intrinsic attribute, extrinsic attribute dan perceived quality mempuyai pengaruh positif dan significant dengan koefisien regrasi berturut turut 21,3%, 20,7%, dan 36,5%. Sedangkan price dan non-monetary sacrifices mempunyai pengaruh negatif dan signifikan dengan koefisien regresi berturut turut 27%, dan 7,9%. Terdapat jugaa bahwa perceived value mempunyai pengaruh yang signifikan dan positif terhadap purchase dengan koefisien regresi 29,3%.
Dan penelitian, akhirnya teramat pula bahwa tidak terdapat perbedaan yang signifikan dari persepsi nilai produk TV, diantara yang sudah berkeluarga dan belum berkeluarga.
In today's drastically changing, competitive and challenging business environment the key work in business is customers. Customers are becoming value conscious. Value conscious customers are neither impressed by highest quality product nor are they persuaded by the lowest price alone. They compare the benefits with sacrifices, and this
comparison- results in perception of value. Customers will buy the product which they perceive deliver the highest value. This research report is an empirical study aimed at investigating the extent of perceived value. That is it has been tried to look over the influence of the independent variables intrinsic attribute, extrinsic attribute,perceived quality, price, and non-monetary sacrifices on the dependent variable perceived value , the influence of perceived value on purchase and if there is a significant difference on perception of value among married and unmarried groups. In finding out the influence of the independent variables intrinsic attribute, extrinsic attribute, perceived quality, price, and non-monetary sacrifices towards the dependent variable perceived value, multiple regression was used. Using 5% significant level intrinsic attribute, extrinsic attribute and perceived quality have a positive significant influence on perceived value with regression coefficient of 21.3%, 20.7%, and 36.5% respectively. While price and non-monetary sacrifices have a negative significant influence with regression coefficient of negative 27%
and 7.9% respectively. It was also found out that perceived value has a significant positive influence towards purchase with a regression coefficient of 29.3%. Finally using 5% level of significant the study find out that there is no significant difference of perception of value for TV products between married and unmarried group.
Kata Kunci : consumers perception, value, tv products
