Analisis faktor-faktor yang mempengaruhi proses keputusan pembelian kue bebas gluten (studi kasus: akun instagram gula gurih)

Mardhatillah, Novita (2017) Analisis faktor-faktor yang mempengaruhi proses keputusan pembelian kue bebas gluten (studi kasus: akun instagram gula gurih). Masters thesis, Institut Pertanian Bogor.

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Official URL: http://lib.sb.ipb.ac.id/

Abstract

The innovation of bakery which is growing nowadays is free gluten cakes. This products arise because there are many people have autoimmune disorder that is called celiac disease. Free gluten cakes are not only for celiac people, but also are consumed by general public because one of benefits is can maintain weight. This cake is contains less fat rather than gluten cake. There are several free gluten cake sellers in Indonesia, one of the sellers is GulaGurih. Its cake is contains cassava flours, low sugars, and low cholesterol eggs. This cake is safe to consume by all ages, from childs to parents. Seller use online media which is instagram as media sales and marketing channel. Purpose of this study to analyze characteristics of consumers, purchase decision process, consumer consumption pattern, factors influence purchase decision (social media marketing, attitude, knowledge, motivation, reference group), and managerial implications for GulaGurih. This study is conducted in DKI Jakarta region. Sampling technique which is used in this study is convenience sampling method for conduct an online survey. Respondents of samples are GulaGurih followers in instagram and users have been purchased its cakes. The samples on survey are collected and filtered is 155 samples. Tabulation and analyzing technique in this study are quantitative descriptive analysis. Analysis tools that used are SmartPLS version 2.7.3 with PLS SEM method. Based on descriptive analysis, majority consumer that purchased are women, 20-30 years olds, married, private employees, average of food spending is Rp 1.000.000 – Rp 3.000.000. Generally purchase decision consumer process have five process are, 1) Need recognition: consumers try and want to control gluten in their body; 2) Information search: Information can obtain from GulaGurih instagram account and family recommendation; 3) Evaluation of alternatives: consumers are considered products attribute such as price, ingredients cake, benefits and reviews in social media, and they do not know any other brands. 4) Purchase decision: consumers buy product because own willingness and purchase pattern are done in a planned. 5) Post purchase behavior: consumers feeling satisfy and will buy again and recommend to others because it taste good and safe to consume all ages. Analysis results show that variable attitude and reference group have positive relationship and significant towards purchase decision. Variable social media marketing, motivation, and knowledge have not relationship towards purchase decision. The recommendation of managerial implications for GulaGurih are segmentation in content marketing can be done by creating content for each target based on consumer characteristics. Content have to be in accordance with consumer needs and wants. Therefore, marketing through influential people can be used to invite and influence the audience in the GulaGurih Account. Users with extensive social media networks can be used to comment or disseminate the status of GulaGurih products. Target for marketing can be determined by determining the persona of each customer. The persona can explain what the needs are, the consumer's attitude toward the product, and other characteristics.

Item Type: Thesis (Masters)
Uncontrolled Keywords: kelompok acuan, keputusan pembelian, motivasi, pemasaran media sosial, pengetahuan, PLS-SEM, sikap reference group, purchase decicion, motivation, marketing social media, knowledge, PLS-SEM, attitude
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 28 May 2018 03:56
Last Modified: 28 May 2018 03:56
URI: http://repository.sb.ipb.ac.id/id/eprint/3132

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