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ABSTRAKLabel kualitas merupakan salah satu atribut produk yang dianggap penting dalam
proses keputusan pembelian. Meski demikian, studi mengenai peran label kualitas masih
jarang dilakukan dan beberapa temuan menghasilkan temuan yang kontradiktif. Untuk
mengisi kesenjangan yang ada dalam literatur, penelitian ini bermaksud untuk mengkaji
pengaruh label kualitas terhadap sikap konsumen (kualitas produk dan niat membeli) dalam
mengambil keputusan pembelian produk, tergantung pada brand familiarity dan keterlibatan
produk.
Penelitian ini dilakukan dengan 2 studi eksperimen. Desain eksperimen studi 1 yaitu 2
(label kualitas: ada vs tanpa label) x 2 (Brand familliarity : familiar vs unfamiliar) dengan
eksperimen between- and within-subject. Partisipan studi 1 diperoleh sebanyak 155
mahasiswa S1 Universitas Indonesia. Sedangkan, desain eksperimen studi 2 yaitu 2 (label
kualitas: ada vs tanpa label) x 2 (keterlibatan produk : tinggi vs rendah) dengan eksperimen
between- and within-subject. Partisipan studi 2 diperoleh sebanyak 266 mahasiswa S1
Universitas Jendral Soedirman.
Hasilnya menunjukan bahwa pengaruh label kualitas terhadap persepsi kualitas
produk dan niat membeli produk tergantung pada brand familiarity. Hal yang sama,
pengaruh label kualitas terhadap persepsi kualitas produk dan niat membeli produk
tergantung pada keterlibatan produk.
ABSTRACTQuality label is one of the attributes of the products that are considered important in
the purchase decision process. However, studies on the role of the quality label is rarely
conducted and some of the findings resulted in contradictive findings. To fill the existing
gap in the literature, this study intends to examine the effect of quality label on consumer
attitudes (product quality and purchase intention) in making purchasing decisions of
products, depends on brand familiarity and product involvement.
This research was conducted with two experimental studies. Experimental design of
study 1 was 2 (quality label : present vs not present) x 2 (brand familiarity: familiar vs
unfamiliar) with a between- and within-subject experiments. Participants of study 1 was
obtained as many as 155 bachelor students from University of Indonesia. Meanwhile,
experimental design of study 2 was 2 (quality label : present vs not present) x 2 (product
involvement: high vs low) with a between- and within subject experiments. Participants of
study 2 was obtained as many as 266 bachelor students from Jenderal Soedirman University.
The result shows that the effect of quality label on perceived product quality and
intention to buy the product depends on brand familiarity. Similarly, the effect of quality
label on perceived product quality and intention to buy the product depends on product
involvement., Quality label is one of the attributes of the products that are considered important in
the purchase decision process. However, studies on the role of the quality label is rarely
conducted and some of the findings resulted in contradictive findings. To fill the existing
gap in the literature, this study intends to examine the effect of quality label on consumer
attitudes (product quality and purchase intention) in making purchasing decisions of
products, depends on brand familiarity and product involvement.
This research was conducted with two experimental studies. Experimental design of
study 1 was 2 (quality label : present vs not present) x 2 (brand familiarity: familiar vs
unfamiliar) with a between- and within-subject experiments. Participants of study 1 was
obtained as many as 155 bachelor students from University of Indonesia. Meanwhile,
experimental design of study 2 was 2 (quality label : present vs not present) x 2 (product
involvement: high vs low) with a between- and within subject experiments. Participants of
study 2 was obtained as many as 266 bachelor students from Jenderal Soedirman University.
The result shows that the effect of quality label on perceived product quality and
intention to buy the product depends on brand familiarity. Similarly, the effect of quality
label on perceived product quality and intention to buy the product depends on product
involvement.]
T43810-I Gede Mahatma Yuda Bakti.pdf :: Unduh