Analisis perbedaan sikap dan niat membeli konsumen pada produk dengan Private Brand dan Manufacturer's Brand

HARIYANTI, Tanti, Gunawan Adisaputro, Drs.,MBA

2006 | Tesis | Magister Manajemen

Studi ini bertujuan untuk mengetahui sikap konsumen secara keseluruhan terhadap produk Private Brand dan Manufacturer’s Brand. Untuk mengetahui perbedaan pada sikap terhadap kategori produk Private Brand dan Manufacturer’s Brand dan untuk mengetahui perbedaan pada niat untuk membeli produk Private Brand dan Manufacturer’s Brand. Dalam penelitian ini, digunakan dua kategori produk yaitu Private Brand, dan Manufacturer’s Brand. Produk yang diteliti adalah produk Low Involvement yang masuk dalam kategori convenience goods, yaitu handkerchief tissue nonperfumed. Merek Private Brand yaitu Alfa dan produk Manufacturer’s Brand dengan merek Paseo. Sampel yang diambil adalah mahasiswa MM UGM, dengan jumlah sampel sebanyak 220 responden. Analisis data yang dilakukan, adalah Fishbein Attitude Model (Multiattribute Model), Discriminant Analysis dan Independent Sample T-Test. Hasil analisis dengan menggunakan Fishbein Attitude Model menunjukkan Private Brand pada merek Alfa dan Manufacturer's Brand pada merek Paseo memiliki nilai yang berbeda. Dimana dapat diketahui sikap konsumen terhadap produk Private Brand dengan merek Alfa adalah negatif, tetapi bersikap netral pada produk Manufacturer's Brand dengan merek Paseo pada produk handkerchief tissue. Dari hasil analisis diskriminan diketahui sikap konsumen secara keseluruhan dipengaruhi oleh dua variabel yaitu taste dan brand quality yaitu brand quality pada nama merek, dan taste pada promosi dan harga. Pada analisis independent sample t-test diketahui bahwa tidak terdapat perbedaan niat membeli konsumen baik pada produk Private Brand dan Manufacturer's Brand.

This paper planned to know the consumen attitude of Private Brand and Manufacturer's Brand. To know the difference of attitude toward product categories of Private Brand and Manufacturer's Brand, and to know the difference of intention to buy the product of Private Brand and Manufacturer's Brand. In this research, used two product categories. There are Private Brand and Manufacturer's Brand. Product that accurated is involve in low involvement and convenience goods. That is handkerchief tissue non perfumed. Brand of Private Brand is Alfa and brand of Manufacturer's Brand is paseo. Sampel taken by students of MM UGM, with the amount of sample are 220 samples. This research used Fishbein Attitude Model (Multi-Attribute Model), Discriminant Analysis and Independent Sample T- Test. The result of analysis by using Fishbein Attitude Model show Private Brand and manufacturer's brand have different value which consumer attitude to product of Private Brand is negativity, and neutral at product of Manufacturer's Brand. From Discriminant Analysis resulted the consumer attitude influenced by two variables, there are taste and brand quality. Taste influenced by promotion and price. Brand quality influenced by brand name. Independent Sample T-Test resulted there are not difference at intention to buy of Private Brand and manufacturer's brand.

Kata Kunci : Private Brand,Manufacturer's Brand,Sikap Konsumen Terhadap Produk,Niat Membeli Konsumen, Private Brand, manufacturer's brand, product category, attitude toward product, intention to buy