[ABSTRAK
Industri kreatif dalam pembuatan produk kerajinan perhiasan logam selain emasmulai menarik perhatian pelaku industri. Hal ini akan memperketat persainganuntuk mendapatkan market share. Untuk menyikapi persaingan yang semakintinggi, pelaku industri perlu mengetahui lebih mendalam mengenai konsumenyang membeli produk perhiasan logam selain emas. Keputusan untuk membelisuatu produk didasari oleh pengetahuan, evaluasi dan atribut produk. Padapenelitian ini ingin diketahui faktor-faktor yang mempengaruhi keputusanpembelian konsumen terhadap perhiasan logam selain emas, dengan melakukansurvei terhadap 90 responden yang sudah pernah membeli dan mengolah datayang diperoleh dengan factor analysis dan cluster analysis menggunakan SPSS.Hasil yang didapat dari penelitian ini, bahwa terdapat empat faktor yangmempengaruhi keputusan pembelian konsumen terhadap perhiasan logam selainemas yaitu faktor durability, faktor aesthetics, faktor workmanship, dan faktorvalue.
ABSTRACT
Creative industries in the making of metals jewelry besides gold began to attractthe attention of industry players. This will tighten the competition to gain marketshare. To address the ever-increasing competition, industry players need to knowmore about the consumers who buy products metals jewelry besides gold. Thedecision to buy a product based on knowledge, evaluation and product attributes.This study wanted to find out the factors that influence consumers' purchasingdecisions on metals jewelry besides gold, by conducting a survey of 90respondents who had ever bought and procesing collected data by factor analysisand cluster analysis using SPSS. There are four factors that influence consumers’purchasing decisions on metals jewelry besides gold. Those are durability,aesthetics, workmanship, and value factors.;Creative industries in the making of metals jewelry besides gold began to attractthe attention of industry players. This will tighten the competition to gain marketshare. To address the ever-increasing competition, industry players need to knowmore about the consumers who buy products metals jewelry besides gold. Thedecision to buy a product based on knowledge, evaluation and product attributes.This study wanted to find out the factors that influence consumers' purchasingdecisions on metals jewelry besides gold, by conducting a survey of 90respondents who had ever bought and procesing collected data by factor analysisand cluster analysis using SPSS. There are four factors that influence consumers’purchasing decisions on metals jewelry besides gold. Those are durability,aesthetics, workmanship, and value factors ., Creative industries in the making of metals jewelry besides gold began to attractthe attention of industry players. This will tighten the competition to gain marketshare. To address the ever-increasing competition, industry players need to knowmore about the consumers who buy products metals jewelry besides gold. Thedecision to buy a product based on knowledge, evaluation and product attributes.This study wanted to find out the factors that influence consumers' purchasingdecisions on metals jewelry besides gold, by conducting a survey of 90respondents who had ever bought and procesing collected data by factor analysisand cluster analysis using SPSS. There are four factors that influence consumers’purchasing decisions on metals jewelry besides gold. Those are durability,aesthetics, workmanship, and value factors .] |
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