ABSTRACT. Key Words: Product Attributes, Demand to buy, Organic Rice, and Green Product. viii UNIVERSITAS KRISTEN MARANATHA
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- Veronika Dharmawijaya
- 7 tahun lalu
- Tontonan:
Transkripsi
1 ABSTRACT Entering the 21st century, now a days healthy life style with theme Back to Nature has became a new trend for all people in the world. People have realized that using materials that contain chemicals non natural, such as pesticide, fertilizer that contain chemicals materials in agriculture production it can make a bad cause to human being and environment. People have aware that source of a good food is come from natural sources and natural agriculture. The main source of food is rice. Organic Rice is the main commodity that has a high demand in the market. A good lifestyle by consumed an organic rice is one of the main opportunities for the farmer to fulfill the needed of an organic rice. This study has the main purpose to find the impact of product attribute against the consumer demand on organic rice (green product). Product variable attributes used in this study are consist of color, distribution channel, price, taste, benefit, and packaging, while the demand variables are consist of demand of consumption, and intention to consumpt. Research method used in this study is survey method findings of this study showe that there is a positive relationship between product attributes and intention to buy. Key Words: Product Attributes, Demand to buy, Organic Rice, and Green Product. viii
2 ABSTRAK Memasuki abad 21 ini, gaya hidup sehat dengan slogan Back to Nature telah menjadi trend baru masyarakat dunia. Orang makin menyadari bahwa penggunaan bahanbahan kimia non-alami, seperti: pupuk dan pestisida kimia sintetis serta hormon tumbuhan dalam produksi pertanian ternyata berdampak negatif terhadap kesehatan manusia dan lingkungan hidup. Masyarakat sadar akan bahan makanan yang sehat yang bersumber dari pertanian organik. Salah satu bahan makanan yang mendasar adalah beras. Beras organik merupakan komoditas yang memiliki daya jual tinggi. Pola hidup sehat dengan konsumsi beras organik menjadi salah satu peluang petani agar mencukupi kebutuhan beras organik. Penelitian ini bertujuan untuk mengetahui pengaruh atribut produk terhadap minat beli konsumen pada beras organik (green product). Variabel atribut produk terdiri dari warna, saluran distribusi, harga, rasa, manfaat, dan kemasan, sedangkan variable minat beli terdiri dari tertarik mengkonsumsi, ingin mengkonsumsi, dan akan mengkonsumsi. Metode penelitian yang digunakan adalah metode survey dengan penjelasan yang bersifat deskriptif analisis dan verifikatif. Hasil analisis statistik menunjukkan adanya hubungan yang positif antara atribut produk terhadap minat. Kata kunci : atribut produk, minat beli, beras organik, dan green product. ix
3 DAFTAR ISI Halaman HALAMAN JUDUL...i HALAMAN PENGESAHANAN SKRIPSI...ii SURAT PERNYATAAN KEASLIAN KARYA TULIS SKRIPSI...iii SURAT PERNYATAAN MENGADAKAN PENELITIAN TIDAK MENGGUNAKAN PERUSAHAAN...iv KATA PENGANTAR...v ABSTRACT...viii ABSTRAK...ix DAFTAR ISI...x DAFTAR GAMBAR...xiv DAFTAR TABEL... xv DAFTAR LAMPIRAN...xvi BAB I PENDAHULUAN 1.1 Latar Belakang Penelitian Identifikasi Masalah Maksud dan Tujuan Penelitian Manfaat Penelitian Sistematika Penulisan...7 x
4 BAB II KAJIAN PUSTAKA 2.1 Kajian Kepustakaan Pengertian Green Product Pengertian Pemasaran Bauran Pemasaran Pengertian Produk Tingkatan Produk Pengertian Atribut Produk Pentingnya Atribut Produk Pengertian Minat Beli Pengaruh Atribut Produk Terhadap Minat Beli Kerangkan Pemikiran Hipotesis Penelitian...24 BAB III METODE PENELITIAN 3.1 Objek Penelitian Jenis Penelitian Definisi Operasional Variabel Populasi dan Sampel Teknik Pengumpulan Data Teknik Pengambilan Sampel Alat Analisis...33 xi
5 3.7.1 Metode Analisis Data Uji Validitas Teknik Pengolahan Data...34 BAB IV HASIL PENELITIAN DAN PEMBAHASAN 4.1 Hasil Penelitian Karakteristik Responden Karakteristik Responden Berdasarkan Jenis Kelamin Karakteristik Responden Berdasarkan Usia Karakteristik Responden Berdasarkan Jenis Pekerjaan Karakteristik Responden Berdasarkan Pengeluaran Per Bulan Karakteristik Responden Berdasarkan Lamanya Mengkonsumsi Pembahasan Pernyataan Responden Mengenai Atribut Produk Pernyataan Responden Mengenai Atribut Produk: Warna Pernyataan Responden Mengenai Atribut Produk: Rasa Pernyataan Responden Mengenai Atribut Produk: Manfaat Pernyataan Responden Mengenai Atribut Produk: Harga Pernyataan Responden Mengenai Atribut Produk: Kemasan Pernyataan Responden Mengenai Minat Beli Pernyataan Responden Mengenai Minat Beli: Tertarik Mengkonsumsi...52 xii
6 Pernyataan Responden Mengenai Minat Beli: Ingin Mengkonsumsi Pernyataan Responden Mengenai Minat Beli: Akan Mengkonsumsi Uji Validitas Pengujian Hipotesis dan Pembahasan...58 BAB V KESIMPULAN DAN SARAN 5.1 Kesimpulan Saran...63 DAFTAR PUSTAKA...65 LAMPIRAN...67 DAFTAR RIWAYAT HIDUP (CURRICULUM VITAE)...79 xiii
7 DAFTAR GAMBAR Halaman Gambar 2.1 Pengaruh Atribut Produk Terhadap Minat Beli...21 Gambar 2.2 Bagan Alur Penelitian Beras Organik...23 Gambar 4.1 Hasil Uji Validitas Atribut Produk Terhadap Minat Beli...57 xiv
8 DAFTAR TABEL Halaman Tabel 3.1 Definisi Operasional Variabel Tabel 3.2 Pembobotan Skala Likert Tabel 4.1 Karakteristik Responden Berdasarkan Jenis Kelamin Tabel 4.2 Karakteristik Responden Berdasarkan Usia Tabel 4.3 Karakteristik Responden Berdasarkan Jenis Pekerjaan Tabel 4.4 Karakteristik Responden Berdasarkan Pengeluaran Per Bulan Tabel 4.5 Karakteristik Responden Berdasarkan Lamanya Mengkonsumsi Tabel 4.6 Warna Beras Organik Lebih Putih Dari Beras Biasa Tabel 4.7 Rasa Beras Organik Lebih Enak Dari Beras Biasa Tabel 4.8 Rasa Beras Organik Lebih Pulen Dari Beras Biasa Tabel 4.9 Beras Organik Bermanfaat Bagi Kesehatan Tabel 4.10 Beras Organik Bebas Dari Bahan Kimia Tabel 4.11 Beras Lebih Mahal Dari Beras Biasa Tabel 4.12 Kemasan Beras Organik Lebih Menarik Dari Beras Biasa Tabel 4.13 Tertarik Mengkonsumsi Beras Organik Tabel 4.14 Ingin Mengkonsumsi Beras Organik Tabel 4.15 Akan Mengkonsumsi Beras Organik Tabel 4.16 Hasil Uji Validitas Atribut Produk Tabel 4.17 Hasil Uji Validitas Minat Beli Tabel 4.18 Pengaruh (Koefisiensi Determinasi) Atribut Produk Pada Beras Organik Tabel 4.19 Tingkat Signifikasi Produk Pada Beras Organik xv
9 DAFTAR LAMPIRAN Halaman Lampiran 1 Kuesioner...67 Lampiran 2 Hasil Karakteristik Responden...71 Lampiran 3 Hasil Uji Validitas...74 Lampiran 4 Hasil Uji Regresi Linear Dan Uji Kefisien Determinasi...77 xvi
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ABSTRAK Dalam menjalankan suatu usaha, diperlukan sumber daya manusia sebagai peran aktif di dalam menjalankan proses manajemen. Maka dari itu diperlukannya seorang pemimpin yang handal, guna untuk mengendalikan
ABSTRACT. Volume sales of an enterprise is determined by various factors, one of them is an
ABSTRACT Volume sales of an enterprise is determined by various factors, one of them is an interest in purchasing the products offered by the company. In this regard, this research tries to identify the
ABSTRACT. Keywords: consumer behavior and consumer purchasing decisions, impulsive purchasing, packaging design, Universitas Kristen Maranatha
ABSTRACT Packaging design is interesting to study because unique packaging design can encourage consumer purchases and increase sales for the company. This study aims to examine and analyze the effect
ABSTRACT. iiuniversitas Kristen Maranatha
ABSTRACT Indonesia is known as a country that have big influence through attraction of tourism. This cause closest competition in tourism business world, particularly in hotel. There are several hotel
ABSTRAK. Kata kunci : sistem informasi akuntansi, enterprise resource planning, kualitas informasi akuntansi. vii
ABSTRAK Tujuan dari penelitian ini adalah untuk menjelaskan sistem enterprise resource planning yang diterapkan dan kualitas informasi akuntansi di PT Tirta Amarta Bottling Company. Dalam penelitian ini
PENGARUH CITRA MEREK, HARGA, DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK PAKET MIX DI KIOS DUA KELINCI PATI
PENGARUH CITRA MEREK, HARGA, DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK PAKET MIX 5.000 DI KIOS DUA KELINCI PATI Skripsi ini diajukan sebagai salah satu syarat untuk menyelesaikan jenjang pendidikan
ABSTRACT. Keywords: brand, price, service quality, consumer purchasing decisions, J.CO Donuts and Coffee. viii
ABSTRACT J.CO Donuts and Coffee is one of the cafes that have products such as donuts, coffee or tea, and frozen yoghurt which was founded by Johny Andrean. Brand J.CO Donuts and Coffee of course already
ABSTRAK. hubungan antara perusahaan dengan pelanggannya ( Relationship Marketing ).
ABSTRAK Green Hill Universal Hotel menggunakan strategi pemasaran untuk membangun hubungan antara perusahaan dengan pelanggannya ( Relationship Marketing ). Relationship marketing merupakan upaya upaya
PENGARUH PERSEPSI HARGA, ATRIBUT PRODUK, KESAN KUALITAS DAN CITRA MEREK TERHADAP KEPUTUSAN PERPINDAHAN MEREK PADA SHAMPOO SUNSILK DI SURABAYA TESIS
i PENGARUH PERSEPSI HARGA, ATRIBUT PRODUK, KESAN KUALITAS DAN CITRA MEREK TERHADAP KEPUTUSAN PERPINDAHAN MEREK PADA SHAMPOO SUNSILK DI SURABAYA TESIS Oleh: Jessica Nugroho, S.T. PROGRAM STUDI MAGISTER
ABSTRAK. Kata kunci : Atribut, Preferensi Konsumen, Conjoint Analysis, Atribut Determinan. Universitas Kristen Maranatha
ABSTRAK Masalah komunikasi ialah masalah lama yang selalu baru. Ia setua usaha manusia memanusiakan dirinya. Manusia merupakan makhluk sosial. Komunikasi yang baik menjadi hal yang penting dan dirasa mutlak
ABSTRACT. Key words: electronic word of mouth, attitude (attitude), Interests Buy (purchase intention) vii Universitas Kristen Maranatha
ABSTRACT This study aims to determine the effect of electronic word of mouth on consumer buying interest to potential buyers in Indomaret Surya Sumantri especially students / I in the environment Maranatha
ABSTRAK. Kata Kunci: Promosi Penjualan, Kebijakan Harga, Keputusan Pembelian. Universitas Kristen Maranatha. viii
ABSTRAK Penelitian ini memiliki tujuan untuk untuk menguji pengaruh kegiatan promosi kebijakan harga terhadap keputusan pembelian pada Mouton Slice and Grill. Mouton Slice and Grill yang berlokasi di jalan
ABSTRACT. Keyword : work stress, work performance, labor conflict, workload, working time, leadership influence. Universitas Kristen Maranatha
ABSTRACT The purpose of this study was to determine the effect of work stress on work performance of employees in PT Pos Indonesia Bandung, next is to determine whether the stress of work consisting of
Abstract. The Influence of Job Satisfaction Towards Organizational Commitment and Turnover Intentions in Padma Hotel Bandung
The Influence of Job Satisfaction Towards Organizational Commitment and Turnover Intentions in Padma Hotel Bandung Abstract Human resource is an important aspect that determines the effectiveness of a
ABSTRACT. Keywords: Buavita, Celebrity Endorser, TEARS Model, Buying Decisions
ABSTRACT Buavita is one of the leading bottled juice beverage products in Indonesia, which was formed by PT.Unilever. Buavita realize that the effects of globalization have led to higher market competition.
ABSTRAK PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN PELANGGAN TOKO BUKU GRAMEDIA ISTANA PLAZA BANDUNG
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ABSTRACT. Keywords: Effect, Internal Audit, Financial Management. Universitas Kristen Maranatha
ABSTRACT Internal audit is one of the roles in assisting the operations and financial management. Internal audit is expected to give effect to determine how effective the financial management when running
Keywords: management control systems, leadership style, performance company
ABSTRACT Management control system is a series of actions and activities that occur in all activities of the organization and running continuously. Management control is not a separate system within an
ABSTRACT. Keywords: Customer Loyalty, Product Quality, Service Quality, Customer trust. vii. Universitas Kristen Maranatha
ABSTRACT This study aims to determine the influence of Product quality, Service quality and Customer trust on Customer loyalty. Where is the independent variable consist of Product quality variable, Service
ABSTRACT. Keyword : Marketing Mix, Place, Price, Promotion, Product, Desire to buy. Universitas Kristen Maranatha
ABSTRACT The line with growing in the world that requirement human life progressively the complex. This matter can be seen from desire socialize to ideal new product in fulfilling requirement of its life,
ABSTRACT. Key words: VAT, Salex Tax, Consumer purchasing power. viii Universitas Kristen Maranatha
ABSTRACT The purpose of this study is to determine the effect of the imposition of VAT (PPN) and Sales Tax (PPnBM) towards consumer purchasing power on electronic goods. The population of this research
PENGARUH PRICE, SERVICE QUALITY DAN PRODUCT QUALITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA RESTORAN PENANG S HOUSE DI SURABAYA
PENGARUH PRICE, SERVICE QUALITY DAN PRODUCT QUALITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA RESTORAN PENANG S HOUSE DI SURABAYA OLEH: IMA ROHANA MANURUNG 3103010283 JURUSAN MANAJEMEN
ABSTRACT. Keywords: cost of quality, sales, customer satisfaction
ABSTRACT Company need to calculate their cost of quality in production activities. Then, the company possible to produce high quality products, customer satisfaction can be achieved, demand and also increasing
ABSTRAK ANALISIS PENGARUH DIMENSI BAURAN PROMOSI TERHADAP LOYALITAS PASIEN DI RUMAH SAKIT GIGI DAN MULUT MARANATHA BANDUNG
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ABSTRACT. Keywords: Celebrity Endorser, Attractiveness, Trustworthiness, Expertise, Interest. vi Universitas Kristen Maranatha
ABSTRACT In doing marketing strategies, understand consumer behavior must be observed. One of the marketing strategy is advertising, marketers can use advertising by using celebrity endorser. The selection
ABSTRACT. perseptions taxpayer, knowledge taxpayer, sanctions land and building tax, and obedience to pay in land and building tax.
ABSTRACT This study aims to analyze the factors that affect the taxpayer awareness of land and building tax towards obedience to pay in land and building tax at Nyengseret Village. Samples in this study
ABSTRACT. Key words : Job duties and responsibilities, advancement training and supervisor, and personal concern. viii. Universitas Kristen Maranatha
ABSTRACT As the great number of cases happening to the profession of public accountants cause the decreasing trust of the public to the profession of an auditor. This research discusses about how the influence
ABSTRACT. Keywords: television advertising, sales promotion, image. viii. Universitas Kristen Maranatha
ABSTRACT Increasingly tight competition among producers in line with the development of the business world. Surely every company wants to continue to survive life in a way they have to take steps that
ABSTRACT. viii. Universitas Kristen Maranatha
ABSTRACT Seeing the rapid economic development of distinction in Indonesia, especially in this market will demand goods and services follow up. That can not be precluded from competition in Indonesia.