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Title: | Peran Jenis Kelamin Suku Dan Tingkat Pendidikan Dalam Memoderasi Pengaruh Pilihan Warna Individual Terhadap Keputusan Beli Produk Pribadi Kalangan Milenial |
Authors: | Mawasti, Alpi |
Keywords: | preferensi warna;keputusan beli;jenis kelamin;suku;tingkat pendidikan |
Issue Date: | May-2021 |
Abstract: | Preferensi warna dapat menjadi faktor penting dalam pemasaran dan
desain produk karena memiliki potensi untuk mempengaruhi persepsi
keseluruhan konsumen terhadap suatu produk. Penelitian ini dilakukan untuk
mengetahui pengaruh peran jenis kelamin, suku, dan tingkat pendidikan
dalam memoderasi pengaruh preferensi warna terhadap keputusan beli
produk pribadi pada kalangan milenial di Indonesia. Proses pengumpulan
data melibatkan 420 responden generasi milenial di Indonesia dan
penyebaran kuesioner dengan menggunakan skala Likert 5 poin untuk
mengukur 14 indikator. Teknik analisis yang digunakan adalah analisis sub group model moderating dengan menggunakan AMOS 26 dan SPSS 26.
Hasil dari penelitian ini menunjukkan bahwa preferensi warna berpengaruh
terhadap keputusan beli produk pribadi, jenis kelamin tidak terbukti
memoderasi pengaruh preferensi warna terhadap keputusan beli produk
pribadi, suku memoderasi pengaruh preferensi warna terhadap keputusan
beli produk pribadi, dan tingkat pendidikan memoderasi pengaruh preferensi
warna terhadap keputusan beli produk pribadi. Hal ini menunjukkan bahwa
variabel demografi mampu memoderasi pengaruh preferensi warna terhadap
keputusan beli produk pribadi generasi milenial di Indonesia. Color preference can be an important factor in product marketing and design because it has the potential to influence consumers' overall perception of a product. This research was conducted to determine the effect of gender, ethnicity, and education level roles in moderating the effect of color preference on personal product purchasing decisions among millennials in Indonesia. The data collection process involved 420 millennial generation respondents in Indonesia and distributed questionnaires using a 5-point Likert scale to measure 14 indicators. The analysis technique used is the moderating model sub-group analysis using AMOS 26 and SPSS 26.The results of this study indicate that color preference affects personal product purchase decisions, gender is not shown to moderate the effect of color preference on personal product purchase decisions, ethnicity moderates the effect of color preference on purchasing decisions for personal products, and the level of education moderating the effect of color preferences on purchasing decisions for personal products. This shows that the demographic variable is able to moderate the effect of color preference on the decision to buy personal products of the millennial generation in Indonesia. |
URI: | https://repository.uksw.edu//handle/123456789/28912 |
Appears in Collections: | T2 - Master of Management |
Files in This Item:
File | Description | Size | Format | |
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T2_912019003_Judul.pdf | 695.93 kB | Adobe PDF | View/Open | |
T2_912019003_Bab I.pdf Until 9999-01-01 | 447.23 kB | Adobe PDF | View/Open | |
T2_912019003_Bab II.pdf Until 9999-01-01 | 771.66 kB | Adobe PDF | View/Open | |
T2_912019003_Bab III.pdf Until 9999-01-01 | 453.03 kB | Adobe PDF | View/Open | |
T2_912019003_Bab IV.pdf Until 9999-01-01 | 1.22 MB | Adobe PDF | View/Open | |
T2_912019003_Bab V.pdf Until 9999-01-01 | 434.78 kB | Adobe PDF | View/Open | |
T2_912019003_Daftar Pustaka.pdf | 555.68 kB | Adobe PDF | View/Open | |
T2_912019003_Lampiran.pdf Until 9999-01-01 | 746.71 kB | Adobe PDF | View/Open |
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