Pengaruh Karakteristik Produk Terhadap Minat Beli Private-Brands(Penelitian terhadap Produk Tissue Gulung dengan Private Label Brands)
KRIS BUDI SANTOSO HALIM (Pembimbing: Sahid Susilo Nugroho, dr., M.Sc., M.Phil.), Sahid Susilo Nugroho, dr., M.Sc., M.Phil.
Tujuan dari penelitian ini adalah untuk mengungkap efek karakteristik produk berupa involvement dan switching cost terhadap niat beli produk bermerk privat.
Survey awal dilakukan untuk memilih jenis produk yang akan dipakai untuk penelitian utama. Penelitian utama dilakukan melalui penyebaran kuesioner secara online untuk mengukur persepsi karakteristik produk tissue gulung bermerek privat dan untuk mengukur niat beli produk tersebut. Untuk menguji hipotesis dilakukan analisis regresi linear berganda.
Karakteristik produk secara signifikan memengaruhi niat beli produk bermerek privat. Agar memiliki peluang berhasil lebih tinggi, produk bermerk privat sebaiknya dipasarkan pada kategori produk low involvement dan low switching cost. Pada kategori high involvement-switching cost, retailer harus berupaya memasarkan produk privatnya dengan lebih cerdas dengan menurunkan level involvement dan switching cost tersebut agar produknya berhasil.
Purpose of this research is to explore the effects of product characteristics, such as involvement and switching cost on private brand purchase intent.
Pre-survey was held to choose product category that will be used on the main research. Online questionnaires were used in the main research to measure product characteristic perceptions for toilet tissue and to evaluate private brand purchase intent. Multiple Regression was conducted for hypothesis testing.
There are significant effects of product characteristics on the intent to purchase private brands. In order to raise the probability of success, retailers should market its private brand on category that has low involvement and low switching costs. On high involvement-switching cost product, retailer could market their private brands by decreasing level of involvement and switching cost to be succeed.
Kata Kunci : Private-Label-Brands, switching cost, product characteristics, brand image, consumer behavior, online survey, Merek privat/toko, karakteristik produk, perilaku konsumen, online survey
