PENGARUH ATRIBUT PRODUK TERHADAP PREFERENSI KONSUMEN DENGAN HARGA SEBAGAI VARIABEL MODERASI (STUDI PADA KONSUMEN AIR MINUM DALAM KEMASAN)
| Main Author: | Satriawan, Galang |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
|
| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/53341/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/53341/2/BAB%20I.pdf http://eprints.umm.ac.id/53341/3/BAB%20II.pdf http://eprints.umm.ac.id/53341/4/BAB%20III.pdf http://eprints.umm.ac.id/53341/5/BAB%20IV.pdf http://eprints.umm.ac.id/53341/6/BAB%20V.pdf http://eprints.umm.ac.id/53341/7/LAMPIRAN.pdf http://eprints.umm.ac.id/53341/ |
Daftar Isi:
- This research was conducted to determine the effect of product attributes on consumer preferences with prices as a moderating variable in consumers of bottled water. The data analysis method used is a moderating regression model on 100 respondents who have been determined using judgmental sampling technique as a sampling method using questionnaires for data collection. The results show that product attributes have a positive and significant effect on consumer preferences, and prices can moderate the effect of product attributes on consumer preferences with a negative coefficient. The important conclusion of this study is that prices weaken the influence of product attributes on consumer preferences, this is indicated by the existence of a regression coefficient that has a negative value. The more expensive the price of a product will be the weaker influence of product attributes on consumer preferences.