Ricky, Ricky (2019) Pengaruh Product Involvement, Product Knowledge dan Perceived Value Terhadap Purchase Intention (Kasus: Produk Susu Ultramilk). Masters thesis, Universitas Tarumanagara.

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Abstract

Current situation on a market characterized by continuous intensifying pressure of
globalization, strengthening intensity of competition, introducing wide diversity and
range of product offer, increasing pressure and influence of media, rapid booming of
new technologies or supporting free flow information and knowledge has put a
consumer into the position of major decisive and element of market and then in the
worst competitive market the consumer products manufacturing industries pay attention
on customer purchase intention for maintain their repute in market and enhanced their
goodwill. Therefore, it is important to study factors stimulating and influencing
customers when purchasing milk products. The aim of this paper is to observe and
analyze the effect of product involvement, product knowledge and perceived value
towards purchase intention in milk products especially Ultramilk. The result showed
that product involvement positively and significantly affect to product knowledge,
perceived value and purchase intention directly and perceived value have positively and
significantly affect to purchase intention but for product knowledge no have
significantly affect to purchase intention but product knowledge have significantly
affect to perceived value which perceived value have positive affect to purchase
intention.

Item Type: Thesis (Masters)
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: TDI Family perpus
Date Deposited: 05 Jun 2021 18:04
Last Modified: 05 Jun 2021 18:04
URI: https://repotest.untar.ac.id/id/eprint/30660

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