Fakto-faktor yang Mempengaruhi Niat Beli Konsumen Terhadap Produk Cabai Bubuk di Pasar Swalayan Kota Surakarta: Pendekatan Theory of Reasoned Action

Fitriani, Suci (2018) Fakto-faktor yang Mempengaruhi Niat Beli Konsumen Terhadap Produk Cabai Bubuk di Pasar Swalayan Kota Surakarta: Pendekatan Theory of Reasoned Action. Other thesis, Universitas Sebelas Maret.

[img] PDF - Published Version
Download (603Kb)

    Abstract

    Abstrak : Penelitian ini bertujuan untuk mengetahui pengaruh sikap konsumen, norma subyektif, selera dan pengetahuan terhadap niat beli produk cabai bubuk di pasar swalayan Kota Surakarta dengan menggunakan pendekatan Theory of Reasoned Action (TRA). Metode dasar yang digunakan dalam penelitian ini adalah deskriptif analitik. Metode penentuan lokasi dalam penelitian ini adalah purposive yaitu di Kota Surakarta. Penentuan sampel menggunakan metode judgement sampling. Jumlah sampel yang diambil sebanyak 100 responden. Metode analisis yang digunakan adalah Structural Equation Modeling (SEM) melalui alat analisis Partial Least Square (PLS) dengan menggunakan software SmartPLS 3.0. Hasil penelitian ini menunjukkan bahwa sikap konsumen berpengaruh positif terhadap niat beli produk cabai bubuk di pasar swalayan Kota Surakarta. Norma subyektif tidak berpengaruh terhadap niat beli produk cabai bubuk di pasar swalayan Kota Surakarta. Selera berpengaruh positif terhadap niat beli produk cabai bubuk di pasar swalayan Kota Surakarta. Pengetahuan berpengaruh positif terhadap niat beli produk cabai bubuk di pasar swalayan Kota Surakarta. Kata kunci: Niat Beli, Produk Cabai Bubuk, TRA, SEM, PLS Abstract : This research aimed to understand the influence of consumer attitude, subjective norm, appetite, and knowledge to intention of purchasing chili powder products in Surakarta Supermarket using Theory of Reasoned Action. The basic method of this study was an analytical descriptive. The study area was determined purposively in Surakarta. The sampling method used judgement sampling. The sample consisted of 100 respondents. The analysis method used was Structural Equation Modeling (SEM) using Partial Least Square (PLS) as the analysis tool with SmartPLS 3.0 software. The result of this research showed that consumer attitude had a positive effect on intention of purchasing chili powder products in Surakarta Supermarket. Subjective norm didn’t have effect on intention of purchasing chili powder products in Surakarta Supermarket. Appetite had a positive effect on intention of purchasing chili powder products in Surakarta Supermarket. Knowledge had a positive effect on intention of purchasing chili powder products in Surakarta Supermarket. Keywords: Purchase Intention, Chili Powder Products, TRA, SEM, PLS

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HF Commerce
    S Agriculture > S Agriculture (General)
    Divisions: Fakultas Pertanian
    Fakultas Pertanian > Agribisnis
    Depositing User: Ratri Dwi Saputri
    Date Deposited: 25 May 2018 20:36
    Last Modified: 25 May 2018 20:36
    URI: https://eprints.uns.ac.id/id/eprint/41234

    Actions (login required)

    View Item