Analisis sikap dan niat pelanggan terhadap percobaan menggunakan produk K-Link (Liquid Chlorophyll)

PRABANDARI, Eva, Basu Swastha Dharmmesta, Prof.Dr.,MBA

2007 | Tesis | Magister Manajemen

Studi ini bertujuan untuk mengetahui sejauh mana niat mencoba, frekuensi mencoba masa lalu dan recency past trying dapat mempengaruhi percobaan menkonsumsi produk. Selain itu juga untuk mengetahui frekuensi mencoba masa lalu, sikap terhadap percobaan dan norma sosial akan mempengaruhi percobaan mengkonsumsi produk. Serta untuk mengetahui sikap terhadap sukses dan pengharapan dari sukses, sikap terhadap kegagalan dan pengharapan terhadap gagal serta sikap terhadap proses akan mempengaruhi percobaan mengkonsumsi produk. Untuk mendapatkan data yang aktual, penelitian ini dilakukan secara langsung dengan membagikan kepada 112 responden, terdiri dari 69 orang yang selama satu minggu mencoba konsumsi produk Liquid Chlorophyll dan 43 orang sisanya tidak mencoba. Hasil dari studi ini menunjukkan bahwa niat mencoba (intention to try), kekerapan mencoba masa lalu (frequency of past trying), recency of past trying, secara bersama-sama berpengaruh signifikan terhadap trying to consume (percobaan mengkonsumsi produk) dan secara individual masing-masing berpengaruh positif dan signifikan terhadap trying to consume. Frekuensi mencoba masa lalu (frequency of past trying), sikap terhadap percobaan (attitude toward trying), dan norma sosial (social norm) secara bersama-sama berpengaruh signifikan terhadap intention to try of consume dan secara individual masing- masing berpengaruh positif dan signifikan terhadap intention to try. Sikap terhadap sukses (attitute toward succes) dan pengharapan dari sukses (expectation of succes), sikap terhadap kegagalan (attitute toward failure) dan pengharapan tentang gagal (expectation of failure) dan sikap terhadap proses (attitute toward process) secara bersama-sama berpengaruh signifikan terhadap attitude toward trying. Adanya kesamaan pengaruh frequency of past trying dan recency of past trying terhadap trying to consume di sisi yang satu dengan pengaruh perceived behavioral control terhadap trying to consume di sisi yang lain. Sebagaimana model yang dikembangkan oleh Bagozzi dan Warshaw (1990). Dalam hal ini intention to try sepenuhnya memediasi (completely mediation) pengaruh attitude toward trying dan subjective norm toward trying terhadap trying, dan tidak sepenuhnya memediasi (partial mediation) pengaruh frequency of past trying terhadap trying. Dengan kata lain, attitude toward trying dan subjective norm toward trying tidak mempunyai pengaruh langsung yang signifikan terhadap trying tetapi berpengaruh tidak langsung melalui intention to try. Sebaliknya frequency of past trying mempunyai pengaruh langsung terhadap trying dan tak langsung melalui intention to try.

This study aim to know how far intention to try, frequency of past trying and recency of past trying can influence attempt to consume products, frequency of past trying, attitude toward trying and social norm will influence attempt to consume product, knowing attitude toward success and expectancy of success, attitude toward failure and expectancy of failure also attitude toward process will influence attempt to consume product. To get actual data, this research was conducted directly by allotting to 112 responder, consist of 69 person who was during one week tried to consume product of Liquid Chlorophyll and the rest of 43 people did not try. Result of this study indicate that intention to try, frequency of past trying, recency of past trying, by together have a significant affect to trying to consume and individua lly each having an positive effect and significant with trying to consume. Frequency of past trying, attitude toward trying, and social norm by together have a significant affect to intention to try of consume and individually each having an effect on positive and significant to intention to try. Attitude toward success and expectation of success, attitude toward failure and expectation of failure and attitude toward process by together have a significant affect to attitude toward trying. Existence influence of frequency of past trying and recency of past trying to trying consume beside which is one with influence of perceived behavioral control to other trying to consume beside. Intention to try completely mediation attitude toward trying and subjective norm toward trying to trying, and partial mediation frequency of past trying to trying. Equally, attitude toward trying and subjective norm toward trying don't have direct influence which is significance to trying but having an effect on indirectly through intention to try. On of contrary frequency of past trying have direct influence to trying and teared through intention to try.

Kata Kunci : Manajemen Pemasaran, Niat dan SIkap Konsumen, Konsumsi Produk,