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THE INFLUENCE OF PRICE, QUALITY OF PRODUCT, DESIGN, REGION OF ORIGIN AND CONSUMER ETHNOCENTRISM TO PURCHASE DECISION WITH GENDER AS MODERATOR VARIABLE (Survey on Consumer of Banyumasan T-shirt in Purwokerto)
Abstrak (Bhs. Indonesia)
Research purposes are to analyze the influence of price, quality of product, design, region of origin as well as consumer ethnocentrism on consumer’s purchase decision and to analyze the moderate role of gender on the influence of price, quality of product, design, region of origin and consumer ethnocentrism on consumer’s purchase decision of Banyumasan t-shirt. Type of this research is a survey method. Population of this research is consumer of Banyumasan t-shirt. Based on calculation result of interval estimate technique, sample size of this research is 200 respondents. Sampling technique of this research uses purposive sampling, it also called judgment sampling as a non-random sampling technique that the respondent is deliberate choice by researcher based on certain criteria. Furthermore, the technique of data analysis that used in this research is Structural Equation Modelling (SEM) analysis. Based on the result of data analysis, it can be concluded that price, quality of product, design as well as consumer ethnocentrism has a positive effect on consumer’s purchase decision, while region of origin has no positive effect on consumer’s purchase decision. Furthermore, current study is also concludes that gender moderates the effect of consumer ethnocentrism on purchase decision, but gender no moderates the effect of price, quality, design and region of origin on purchase decision significantly. Based on the conclusions, it can be implied that as an effort to increase consumers purchasing decision making, the management of Ngapak Banyumas and Dablongan Clothing in Purwokerto needs to make priority on price, quality, design, region of origin, consumer ethnocentrism and gender.
Abtrak (Bhs. Inggris)
Research purposes are to analyze the influence of price, quality of product, design, region of origin as well as consumer ethnocentrism on consumer’s purchase decision and to analyze the moderate role of gender on the influence of price, quality of product, design, region of origin and consumer ethnocentrism on consumer’s purchase decision of Banyumasan t-shirt. Type of this research is a survey method. Population of this research is consumer of Banyumasan t-shirt. Based on calculation result of interval estimate technique, sample size of this research is 200 respondents. Sampling technique of this research uses purposive sampling, it also called judgment sampling as a non-random sampling technique that the respondent is deliberate choice by researcher based on certain criteria. Furthermore, the technique of data analysis that used in this research is Structural Equation Modelling (SEM) analysis. Based on the result of data analysis, it can be concluded that price, quality of product, design as well as consumer ethnocentrism has a positive effect on consumer’s purchase decision, while region of origin has no positive effect on consumer’s purchase decision. Furthermore, current study is also concludes that gender moderates the effect of consumer ethnocentrism on purchase decision, but gender no moderates the effect of price, quality, design and region of origin on purchase decision significantly. Based on the conclusions, it can be implied that as an effort to increase consumers purchasing decision making, the management of Ngapak Banyumas and Dablongan Clothing in Purwokerto needs to make priority on price, quality, design, region of origin, consumer ethnocentrism and gender.
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