MENENTUKAN VARIABEL IMPERATIF DALAM PERILAKU MENCARI VARIASI UNTUK SABUN CUCI PAKAIAN SEBAGAI PRODUK KETERLIBATAN RENDAH
| Main Authors: | , Novita Damayanti, , Bayu Sutikno, MSM., Ph.D. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2013
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/125632/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=65802 |
Daftar Isi:
- The purpose of this research is to determine variables that affect the variety seeking behavior for low involvement product laundry detergent. This research is conducted on laundry detergent consumers with the process of collecting data using questionnaires distributed at Carrefour Hypermarket in Jakarta with a purposive sampling method. The data analysis method is conducted by multiple linear regression, which previously has met validity, reliability and classical assumption tests. The data analysis results using multiple linear regression indicate that the frequency of purchase variable is the most influential variable on variation seeking behavior of laundry detergent product, followed by the needs for variety and promotion variables. Hypothesis testing using t-test indicates that need for variety (X1), purchase frequency (X2), perceived brand difference (X3), hedonic motives (X4), perceived risk (X5) and promotion (X6) variables significantly affect variety seeking behavior. Whereas the F test result is significant < 0.05. This means that the variables X1, X2, X3, X4, X5 and X6 simultaneously influence the variable (Y). Meanwhile, the determination coefficient obtained with the Adjusted R Square value of 80.2%. This means that the variable seeking behavior can be explained by those variables of need for variety, purchase frequency, perceived brand difference, hedonic motives, perceived risk and promotion for as much as 80.2%, while the remaining 19.8% are affected by other variables. Managerial implications are managers should be aware that the laundry detergent product is a low-involvement product that cannot be separated from variation seeking behavior. Brand manager should increase the variation in internal brand, therefore the consumers� need to seek for variations can be satisfied in the internally distributed brand, not switching to a competitor�s brand.