Pengaruh Persepsi Risiko, Price Consciousness, Familiarity, Persepsi Kualitas, dan Citra Toko Pada Minat Beli Konsumen

Dharmawan Santoso, Mukhamad Najib, J.M. Munandar
2016 Jurnal Ilmu Keluarga dan Konsumen  
Abstrak Penelitian ini bertujuan untuk mengidentifikasi perbedaan variabel laten (rak penyimpanan barang, familiarity, persepsi risiko, price consciousness, citra label khusus (private label), kualitas servis, dan persepsi kualitas) diantara jenis industri ritel; menganalisis pengaruh variabel laten; dan menganalisis pengaruh variabel laten terhadap minat beli konsumen terhadap food private label. Penelitian ini melibatkan 274 responden yang merupakan konsumen hipermarket, supermarket, dan
more » ... permarket, dan minimarket di Kota Bogor yang dipilih dengan metode quota sampling. Uji Mann Whitney dan CB-SEM digunakan dalam analisis data, dengan tingkat kepercayaan 95,0 persen. Hasil yang diperoleh menunjukkan bahwa variabel citra toko, persepsi risiko, kualitas servis, familiarity, persepsi kualitas dan minat beli memiliki perbedaan antara konsumen hipermarket, supermarket, dan minimarket. Selain itu, uji pengaruh antarvariabel laten menemukan bahwa rak penyimpanan barang memengaruhi familiarity dan persepsi kualitas, kualitas servis memengaruhi citra private label; sedangkan citra private label dan familiarity memengaruhi persepsi risiko. Temuan menunjukkan adanya pengaruh secara signifikan hanya ditemukan pada citra toko yang memengaruhi minat beli. Kata kunci: familiarity, food private label, minat beli, citra toko Abstract This research aims to identify the difference of the latent variables (shelf space, familiarity, perceived risk, price consciousness, private label image, service quality, and perceived quality) among ritel industries; to analyze the influence among latent variables; and to analyze the effect of perceived risk, price cosnciousness, familiarity, perceived quality, and store image on consumer purchase intention on food private label. This research involved 274 respondent consist of hypermarket, supermarket, and minimarket consumer in Bogor City that were chosen by quota sampling method. Mann Whitney test and CB-SEM were used in data analysis, with confidence level is 95,0 percent. The results showed that store image, perceived risk, service quality, familiarity, perceived quality and purchase intention have differentiation among hypermarket, supermarket, and minimarket consumer. Moreover, the result also found that shelf space influenced familiarity and perceived quality; service quality influenced private label image, and then private label image and familiarity influenced perceived risk. The result also revealed a significant influence of store image on purchase intention.
doi:10.24156/jikk.2016.9.3.218 fatcat:wf4qu5jy5jf75b7wak4zxqztl4