ANALISIS PENGARUH MEREK TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN SAYURAN SEGAR DI DAERAH ISTIMEWA YOGYAKARTA
Branding is known widely as a certain way to hold consumer�s choice over product. Marketers as well as producers of fresh vegetables nowadays seem start to do the same thing in order to bring a new perception toward consumer. Fresh vegetables which used to be merely agricultural commodities are br...
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2014
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/129905/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=70314 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | Branding is known widely as a certain way to hold consumer�s choice over
product. Marketers as well as producers of fresh vegetables nowadays seem start
to do the same thing in order to bring a new perception toward consumer. Fresh
vegetables which used to be merely agricultural commodities are brought into a
brand new level product not only by branding itself, but also several attributes that
are intially added, e.g., packaging, pricing, and information label. Although those
kind of products are commonly consumed in another countries, but in Indonesia,
particularly Yogyakarta region, branded fresh vegetables are still considered as
premium product and only could be found in few places such as modern retails.
This study was conducted to find demographics segment of branded fresh
vegetables in Yogyakarta and also how branding and several attributes that
attached on this product can significantly affect the consumer to choose that
certain product over unbranded cheaper one. The results was processed by
descriptive analysis and supported by several processing data methods. Crosstab
analysis was applied for consumer�s demographics segment, the finding of
attributes� effectivity toward consumer purchasing decision applied by using
conjoint analysis, and subsequently classifying factors of attribute by using factor
analysis. Data was collected by inquiring 31 branded fresh vegetables consumers
who were accidentally chosen in 3 modern retails in Yogyakarta. The result
showed that this product was mostly chosen by female, 26-54 years old, with high
household income. Moreover, information label which perceptively corellated
with product quality had greater effect to get consumer attention and considerably
as the most importance attribute that affected consumer purchasing decision
instead of brand. Factor analysis happened to classified 9 attributes into 3 factors
of attribute as follows |
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