Pengaruh Desain Produk, Pengetahuan Produk, Dan Kesadaran Merek Terhadap Minat Beli Produk Eiger
(Survey Persepsi Komunitas Pecinta Alam di Kota Bogor)
DOI:
https://doi.org/10.37641/jimkes.v8i2.331Keywords:
product design, product knowledge, brand awareness, purchase interestAbstract
Trading competition between companies is getting tighter, as consumers' needs for products increase. Consumers can now choose the brand of products they need. In the increasingly fierce competition in the business world, in line with the increasingly dynamic desires and needs of consumers. The purpose of this study is (1) to determine the effect of product design on consumer buying interest in Eiger products. (2) to determine the effect of product knowledge on consumer buying interest in eiger products. (3) to determine the effect of brand awareness on consumer buying interest in eiger products. (4) to determine the effect of product design, product knowledge, and brand awareness together on consumer buying interest in eiger products. The number of respondents in this study amounted to 250 respondents drawn from the people of Bogor City. This research uses quantitative methods, and data collection is done by distributing questionnaires online. Sampling using non-probability sampling method with purposive sampling technique. With analytical techniques using the Structural Equation Model (SEM) which is processed using the AMOS 25 program. The results obtained in this study are product design influential and significant to buying interest, product knowledge has an effect on and significant on buying interest, product knowledge has an effect on and has significant influence on buying interest .
Keywords: Product Design, Product Knowledge, Brand Awareness and Purchase Interest
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References
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[2] Augusty, Ferdinand. 2006. Metode Penelitian Manajemen: Pedoman Penelitian untuk skripsi, Tesis dan Disertai Ilmu Manajemen. Semarang: Universitas Diponegoro.
[3] Akbar, Bahrullah, Moermahadi Soerja Djanegar, Achmad Djazuli, Bambang Pamungkas, and Sri Mulyani. "Factors Affecting the Probability of Local Government Financial Statement to Get Unqualified Opinion." In Journal The IAFOR International Conference on the Social Science–Dubai 2016, Official Conference Proceedings. iafor-The International Academic Forum. www. iafor. org. 2016.
[4] Durianto, D., Sugiarto, & Sitinjak, T. 2004. Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT. Gramedia Pustaka Utama.
[5] Djanegara, M.S., Mulyani, S., Putra, D.M., Zahra, N.A.K. and Mauludina, M.A., 2018. The effect of institutionalization isomorphic pressures and the role of knowledge management on investment decisions of the accounting information systems. Polish Journal of Management Studies, 18.
[6] Ajmi, D.N. and Iriyadi, I., 2018. Analisis Penentuan Tarif Rawat Inap dan Perhitungan Harga Pokok Pada Klinik Utama Rawat Inap dr. Yati Zarnudji. Jurnal Ilmiah Akuntansi Kesatuan, 6(3), pp.227-238.
[7] Djanegara, M.S., 2017. Pengaruh Kualitas Audit Terhadap Kualitas Laporan Keuangan Pemerintah Daerah. Jurnal Akuntansi, 21(3), pp.461-483.
[8] Engel, Blackwell, Miniard. (2012). Perilaku Konsumen. Tangerang: Binarupa Aksara
[9] Fandy Tjiptono, Ph.D. 2015. Strategi Pemasaran, Edisi 4, Penerbit Andi, Yogyakarta
[10] Fadillah, A., Sujana, S. and Sukartaatmadja, I., 2019. Kajian Minat Studi Lanjut Siswa-Siswi SMA dan SMK Kota Bogor Ke Perguruan Tinggi. JAS-PT (Jurnal Analisis Sistem Pendidikan Tinggi Indonesia), 3(1), pp.53-62.
[11] Freddy Rangkuti, 2008, The Power Of Brands, Jakarta : Penerbit Gramedia
[12] Ghozali, Imam. 2009. “Aplikasi Analisis Multivariate dengan Program SPSS “. Semarang : UNDIP. (Top Brand , 2019)
[13] Hang, Kai dan Le Zhang. 2015. The Effects of Corporate Ownership Structure on Environmental Performance-Empirical Evidence from Unbalanced Penal Data in Heavy-Pollution Industries in China. WSEAS Transactions on systems and control Vol 10, ISSN 2224-2856.
[14] Hermawan Kartajaya.2010.Brand Operation The Official MIM Academy course book. Jakarta : Esesnsi Erlangga Group.
[15] Iriyadi, I., 2019. Prevention of Earnings Management through Audit Committee and Audit Quality in the Award-Winning and Non-Winning Companies. Journal of Accounting Research, Organization and Economics, 2(2), pp.155-169.
[16] Kotler Philip dan Amstrong Gary 2012, Prinsip Prinsip Pemasaran Edisi 13 Jilid 1 Jakarta :Erlangga.
[17] Kotler, P. & Keller, K.L. (2012), Manajemen Pemasaran Jilid I Edisi ke 12. Jakarta: Erlangga.
[18] Lin, N & Lin, B. 2007. The Effect of Brand Image and Product Knowledge on Purchase Intention Moderated by Price Discount. Journal of International Management Studies.
[19] Kumalasari, Putri. (2013) mengenai, “Analisis Pengaruh Brand Awareness Dan Brand Image terhadap Brand Equity dan Dampaknya Pada Minat Beli” Konsumen Product Placement Mie Instan Indomie Di Dalam Film 5 Cm) “Skripsi” Universitas Diponogoro
[20] Mashadi, M. and Irawan, R., 2017. Model Struktural Minat Mahasiswa Berkarir di Bidang Perbankan Syariah Sebagai Dasar Pengembangan Proses Pembelajaran. JAS-PT (Jurnal Analisis Sistem Pendidikan Tinggi Indonesia), 1(1), pp.1-10.
[21] Mashadi, M., Nurachmad, E. and Mulyana, M., 2019. Analisis Deskriptif Penilaian Website Perguruan Tinggi. JAS-PT (Jurnal Analisis Sistem Pendidikan Tinggi Indonesia), 3(2), pp.97-106.
[22] Marjuki, M. and Fadillah, A., 2014. Pengaruh Tenaga Penjualan dan Citra Perusahaan Terhadap Keputusan Pembelian. Jurnal Ilmiah Manajemen Kesatuan, 2(1).Aziz, M.L. and Sulistiono, S., 2020. Pengaruh Sikap Konsumen, Periklanan, dan Brand Image Terhadap Minat Beli Konsumen The Jungleland Adventure Theme Park. Jurnal Ilmiah Pariwisata Kesatuan, 1(1), pp.43-52.
[23] Munawar, A., Syarif, R. and Morita, M., 2019. Persepsi Mahasiswa Atas Galeri Investasi Perguruan Tinggi dan Pengaruhnya Terhadap Minat Berinvestasi. JAS-PT (Jurnal Analisis Sistem Pendidikan Tinggi Indonesia), 3(2), pp.89-96.
[24] Mulyadi, M.N. and Listari, S., 2019. ANALISIS ORIENTASI PASAR UMKM ALAS KAKI CIOMAS SEBAGAI PREDIKTOR UTAMA KINERJA BISNIS. IKRA-ITH EKONOMIKA, 2(3), pp.35-44.
[25] Pratami, Anisa. (2014) mengenai, Pengaruh Pengetahuan Dan Motivasi Mahasiswa Terhadap Minat Beli Produk Madoe Honey Ipb “Skripsi” Institut Pertanian Bogor
[26] Sundalangi, Marchelyno. Silvya L Mandey., dan Rotinsulu Jopie Jorie. (2014) mengenai, Kualitas Produk, Daya Tarik Iklan, Dan Potongan Harga Terhadap
Minat Beli Konsumen Pada Pizza Hut Manado “Skripsi” Universitas SamRatulangi Manado.
[27] Pramono, Rian. (2012) mengenai, Analisis Pengaruh Harga Kompetitif, Desain Produk, Dan Layanan Purna Jual Terhadap Minat Beli Konsumen Sepeda Motor Yamaha “Skripsi” Universitas Diponogoro.
[28] Nitisusastro, Mulyadi. (2012). Perilaku Konsumen Dalam Perspektif Kewirausahaan. Bandung : Alfabeta.
[29] Nurendah, Y., 2015. Strategy to Improvement Sustainability of Distinctively Local Snacks Based on Evaluation and Profile Mapping of SMEs Distinctively Local Snacks. International Journal on Advanced Science, Engineering and Information Technology, 5(5), pp.334-338.
[30] Pamungkas, B., Flassy, D.A., Yudanto, S., Rachman, H.A., Rahayu, S., Komarudin, S. and Setijono, H., 2018. Accrual-based accounting implementation in Indonesian’s local governments compared to other countries’ experiences. Man in India, 98(1), pp.1-23.
[31] Peter dan Olson. (2013). Perilaku Konsumen dan Strategi Pemasaran. Edisi Kesembilan. Diterjemahkan oleh: Diah Tantri Dwiandani. Penerbit Salemba Empat, Jakarta.
[32] Purba, J.H.V., Ratodi, M., Mulyana, M., Wahyoedi, S., Andriana, R., Shankar, K. and Nguyen, P.T., 2019. Prediction Model in Medical Science and Health Care. International Journal of Engineering and Advanced Technology, 8, pp.815-818.
[33] Purba, J.H.V. and Septian, M.R., 2019. Analysis of Short Term Financial Performance: A Case Study of an Energy Service Provider. Journal of Accounting Research, Organization and Economics, 2(2), pp.113-122.
[34] Rachman, B. J. (2014). Analisis Pengaruh Desain Produk dan Promosi Terhadap Kemantapan Keputusan Pembelian yang Dimediasi Oleh Citra Merek (Studi pada Customer Distro Jolly Roger Semarang). Skripsi, tidak dipublikasikan. Semarang : Universitas Diponegoro
[35] Schiffman dan Kanuk. 2008. Perilaku konsumen. Edisi 7. Jakarta: Indeks
[36] Shirin, Khosrozadeh and Heidarzadeh, Hanzaee. (2011).The Effect of the Countryof Origin Image, Product Knowledge and Product Involvement on Consumer Purchase Decisions, Chinese Business Review, Vol. 10
[37] Sari, N.P., Dan Retno Widowati Pa. (2013). Hubungan Antara Kesadaran Merek, Kualitas Persepsian, Kepercayaan Merek Dan Minat Beli Produk Hijau “Skripsi” Universitas Muhammadiyah Yogyakarta.
[38] Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
[39] Sumarwan, Ujang, Perilaku Konsumen : Teori dan Penerapannya Dalam Pemasaran, Penerbit Ghalia Indonesia, Bogor, 2011
[40] Zuhdi, S., Daud, A., Hanif, R., Nguyen, P.T. and Shankar, K., 2019. Role of Social Media Marketing in the Successful Implementation of Business Management. International Journal of Recent Technology and Engineering, 8.
[41] Top Brand . (2019). Top Brand ForTeens Index Kategori Tas Sekolah 2019. Retrieved October 28, 2019, from Top Brand Award: https://www.topbrand-award.com/top-brand-index/?tbi_find=eiger
[42] Top Brand . (2019). Top Brand Index Kategori Sepatu Sandal 2019. Retrieved October 28, 2019, from Top Brand Award: https://www.topbrand-award.com/top-brand-index/?tbi_find=eiger
[43] Utomo, S. (2019, july 27). Tingkatan Produk (Product Level ) Dalam Marketing | Pengertian dan Contohnya. Retrieved septemeber 10, 2019, from Taupasar.com: https://www.taupasar.com/2019/07/tingkatan-produk-product-level-dalam.html
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Published
2020-08-27
How to Cite
Irvanto, O., & Sujana, S. (2020). Pengaruh Desain Produk, Pengetahuan Produk, Dan Kesadaran Merek Terhadap Minat Beli Produk Eiger: (Survey Persepsi Komunitas Pecinta Alam di Kota Bogor). Jurnal Ilmiah Manajemen Kesatuan, 8(2), 105–126. https://doi.org/10.37641/jimkes.v8i2.331
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