Analisis Faktor-faktor yang Mempengaruhi Purchase Behaviour Produk AC Hemat Listrik di Kota Batam

Che, Kalvina (2020) Analisis Faktor-faktor yang Mempengaruhi Purchase Behaviour Produk AC Hemat Listrik di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini dilakukan dengan tujuan untuk mengetahui faktor-faktor yang dapat mempengaruhi perilaku pembelian. Variabel independent pada penelitian ini adalah Environmental Concern, Personal Norm, Perceived Value, dan Willingness to Pay. Variabel interveningnya adalah Purchase Intention dan variabel dependennya adalah Purchase Behaviour. Sampel pada penelitian ini adalah pembeli yang akan melakukan pembelian kembali terhadap Air Conditioner yang ramah lingkungan dengan merek Sharp, Daikin, Panasonic, LG, dan Samsung. Data yang disebarkan sebanyak 310 set, data yang dapat diterima sebanyak 307 set. Pada penelitian ini metode sampling yang digunakan oleh peneliti adalah purposive sampling. Setelah melakukan penelitian, data penelitian menunjukkan bahwa Environmental Concern tidak mempunyai pengaruh yang signifikan terhadap Purchase Intention. Personal Norm, Perceived Value, dan Willingness to Pay mempunyai pengaruh yang signifikan positif terhadap Purchase Intention. Purchase Intention mempunyai pengaruh yang signifikan positif terhadap Purchase Behaviour. ********************************************************************** This research was conducted to find out the factors influencing purchase behavior. The independent variables in this study were environmental concern, personal norm, perceived value, and willingness to pay. The intervening variable was purchase intention and the dependent variable is purchase behaviour. The samples in this study were purchasers repurchasing environmentally friendly Air Conditioners under the Sharp, Daikin, Panasonic, LG and Samsung brands. The data were distributed 310 sets. The data received were 307 sets. In this study, the sampling method used by researchers is purposive sampling. After conducting research, research data indicate that environmental concern has no significant effect on Purchase Intention. Personal norm, perceived value, and willingness to pay have significant positive effect on purchase intention. Purchase intention has significant positive effect on purchase behaviour.

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