Artikel Ilmiah : C1I020010 a.n. KURNIA PUTRI HANDAYANI
| NIM | C1I020010 |
|---|---|
| Namamhs | KURNIA PUTRI HANDAYANI |
| Judul Artikel | THE INFLUENCE OF PRODUCT RESPONSIBILITY AND SOCIETY RESPONSIBILITY ON CONSUMER BEHAVIOR IN PRODUCT PURCHASING DECISIONS |
| Abstrak (Bhs. Indonesia) | Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh product responsibility dan society responsibility terhadap perilaku konsumen dalam keputusan pembelian produk HNI (Halal Network International) pada konsumen di Kabupaten Purbalingga. Penelitian ini menggunakan dua teori sebagai dasar penelitian yaitu teori TRA (Fishbein & Ajzen, 1975) dan teori legitimasi (Dowling & Pfeffer, 1975). Jenis data yang digunakan adalah data primer yang dikumpulkan melalui penyebaran link Google Form. Jumlah sampel yang digunakan dalam penelitian ini berjumlah 110 sampel penelitian. Teknik pengambilan sampel menggunakan metode purposive sampling berdasarkan kriteria yang telah ditetapkan. Teknik analisis data yang digunakan adalah statistik deskriptif, uji asumsi klasik, analisis regresi linear berganda, uji goodness of fit, dan uji hipotesis. Hasil penelitian menunjukkan bahwa: (1) Product responsibility berpengaruh positif terhadap keputusan pembelian produk HNI. (2) Society responsibility tidak berpengaruh terhadap keputusan pembelian produk HNI. Kata Kunci: Tanggung Jawab Produk, Tanggung Jawab Sosial, Perilaku Konsumen, Keputusan Pembelian, CSR, Halal Value Chain. |
| Abtrak (Bhs. Inggris) | This study aims to investigate and analyze the influence of product responsibility and society responsibility on consumer behavior in purchasing decisions of HNI products among consumers in Purbalingga Regency. The research is grounded on two theories: the Theory of Reasoned Action (Fishbein & Ajzen, 1975) and the legitimacy theory (Dowling & Pfeffer, 1975). The data used in this study are primary data collected through the distribution of a Google Form link. The sample size for this research is 110 respondents, selected using purposive sampling based on predefined criteria. Data analysis techniques employed include descriptive statistics, classical assumption tests, multiple linear regression analysis, goodness of fit tests, and hypothesis testing. The research findings indicate that: (1) Product responsibility positively influences purchasing decisions of HNI products. (2) Society responsibility does not influence purchasing decisions of HNI products. Keywords: Product Responsibility, Social Responsibility, Consumer Behavior, Purchasing Decision, CSR, Halal Value Chain. |
| Kata kunci | Keywords: Product Responsibility, Social Responsibility, Consumer Behavior, Purchasing Decision, CSR, Halal Value Chain. |
| Pembimbing 1 | Dr. Dewi Susilowati, M.Si Ak. |
| Pembimbing 2 | |
| Pembimbing 3 | |
| Tahun | 2024 |
| Jumlah Halaman | 13 |
| Tgl. Entri | 2024-08-09 14:47:30.150631 |