PENGARUH PERSEPSI NILAI, PERSEPSI HARGA DAN CITRA MEREK TERHADAP MINAT PEMBELIAN PRODUK MEREK TOKO

Abstract

Abstrak

            Penelitian ini bertujuan untuk mengetahui: (1) pengaruh persepsi nilai terhadap minat pembelian produk merek toko di Superindo, (2) pengaruh persepsi harga terhadap minat pembelian produk merek toko di Superindo, (3) pengaruh citra merek terhadap minat pembelian produk merek toko di Superindo, (4) pengaruh persepsi nilai ,persepsi harga dan citra merek terhadap minat pembelian produk merek toko di Superindo. Jenis penelitian ini adalah penelitian survei. Populasi pada penelitian ini adalah konsumen Supermarket Superindo di Yogyakarta. Sampel yang digunakan adalah konsumen yang mengetahui produk merek toko dan pernah mengunjungi supermarket Superindo di Jl Jendral Sudirman no 49-50 Yogyakarta. Metode pengambilan sampelnya adalah purposive sampling dengan jumlah sampel sebanyak 151 orang. Data dikumpulkan dengan kuesioner yang telah di uji validitas dan reliabilitasnya. Teknik analisis data yang digunakan adalah regresi berganda. Hasil penelitian ini menunjukkan bahwa: (1) persepsi nilai berpengaruh positif terhadap minat pembelian, dibuktikan dengan nilai signifikansi 0,000<0,05, dan koefisien regresi sebesar 0,201; (2) persepsi harga berpengaruh positif terhadap minat pembelian, dibuktikan dengan nilai signifikansi 0,001<0,05 dan koefisien regresi sebesar 0,239; (3) citra merek berpengaruh positif terhadap minat pembelian, dibuktikan dengan nilai signifikansi sebesar 0,000<0,05; dan koefisien regresi sebesar 0,162; dan (4) persepsi nilai, persepsi harga, citra merek berpengaruh secara simultan terhadap minat pembelian, dibuktikan dengan nilai F hitung sebesar 31,217 dengan signifikansi sebesar 0,000<0,05.

Kata kunci: Persepsi Nilai , Persepsi Harga, Citra Merek, Minat Pembelian, Produk  

Merek Toko, Supermarket

Abstract

The purpose of this research are to find : (1) the influence of perceived value toward purchase intention of brand store product in Superindo, (2) the influence of perceived price toward purchase intention of brand store product in Superindo, (3) the influence of brand image toward purchase intention of brand store product in Superindo, and (4) the influence of perceived value, perceived price, and brand image toward purchase intention of brand store product in Superindo.This research is conducted based on survey research. Population of this research were consumer of Superindo Supermarket in Yogyakarta. Samples are consumers of Superindo Supermarket at Sudirman Street, number 49-50 Yogyakarta that have known brand store product and have visited Super Indo. Purposive sampling is used as a sampling method with the total sample of 151 people. Data is collected through questionnaire which validity and reliability were already verified. Multiple regression is used as analysis technique. The results show that: (1) perceived value positive influence toward purchase intention, evidenced by the significant value of 0.000<0.05, and the regression coefficient of 0.201; (2) perceived price positive influence toward purchase intention, evidenced by the significant value of 0.001<0.05 and regression coefficient of 0,239; (3) brand image positive influence toward purchase intention, evidenced by the significant value of 0.000 <0.05; and regression coefficient of 0.162; and (4) perceived value, perceived price, and brand image simultaneous influence toward purchase intention, evidenced by the calculated F value of 31,217 with significance of 0.000 <0.05.

Keywords: Perceived Value, Perceived Price, Brand Image, Purchase Intention, Brand

Store Product, Supermarket