Lestari, Dwi Puji (2021) PENGARUH DESAIN PRODUK, CITRA MEREK, GAYA HIDUP DAN WORD OF MOUTH TERHADAP NIAT BELI (STUDI PADA KONSUMEN TOKO OWNERS DI YOGYAKARTA) SKRIPSI. Undergraduate thesis, Universitas Stikubank.
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Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh desain produk, citra merek, gaya hidup, dan word of mouth terhadap niat beli konsumen toko owners di Yogayakarta. Populasi penelitian ini adalah konsumen yang pernah membeli produk di toko owners Yogyakarta. Pengumpulan data dari penelitian ini menggunakan metode penyebaran kuesioner sebanyak 100 responden yang melakukan pembelian di toko owners Yogyakarta. Sampel ini diambil dengan mengguanakan teknik purposive sampling dengan cara menyebarkan kuesioner kepada responden yang melakukan pembelian di toko owners Yogyakarta. Teknik pengujian data yang digunakan adalah uji validitas, uji reliabilitas, dan uji analisis regresi berganda. Analisis data penelitian ini dibantu dengan program IBM SPSS 16.Hasil penelitian ini adalah (1) desain produk tidak berpengaruh terhadap niat beli konsumen. (2) citra merek berpengaruh positif dan signifikan terhadap niat beli konsumen. (3) gaya hidup tidak berpengaruh terhadap niat beli konsumen. (4) word of mouth tidak berpengaruh terhadap niat beli konsumen. ABSTRACT The purpose of this study was to see the effect of product design, brand image, lifestyle and word of mouth on consumer purchase intention in owners shop Yogyakarta. The population of this research is the consumers who have bough the product at owners shop in Yogyakarta. Collecting data from research using the method of distributing questioniers as many 100 respondents who made purchases at the owners shop in Yogyakarta. This sample was taken using a purposive sampling technique by means of a questionnaires to respondents who made purchases at owners shop in Yogyakarta. The data testing technique used is validity test, reliability test and multiple regression analysis test. This reseacrh data analysis was assisted by the IBM SPSS 16 program. The result of this study are (1) product design has no effect on consumer purchase intention. (2) brand image has a positive and significant effect on consumer purchase intention. (3) lifestyle has no effect on consumer purchase intention. (4) word of mouth has no effect on consumer purchase intention.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1812-NIM 16.05.51.0101 |
| Uncontrolled Keywords: | Kata kunci : desain produk, citra merek, gaya hidup, word of mouth dan niat beli. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Lisa Noviani Maghfiroh |
| Date Deposited: | 18 May 2021 01:54 |
| Last Modified: | 18 May 2021 01:54 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7658 |
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