Analisis perilaku konsumen dalam pembelian produk cat di retail modern bahan bangunan

Syam, Andi Nur Gustianan (2020) Analisis perilaku konsumen dalam pembelian produk cat di retail modern bahan bangunan. Masters thesis, IPB University.

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The market size of the paint industry in Indonesia is increasing from year to year and is predicted to be more significant in 2021. This is an attraction for local and global companies to compete in this industry. Competition has a positive effect on consumers with choices available in the market, but for the companies involved, this can be a challenge if it cannot maintain and increase consumer loyalty because it may led to declining market share and harm company profitability in the future. Therefore, the main objective of this research is to study and overcome various variables that can encourage and inhibit consumer switching behaviour. The research method used the questionnaire using the Google form and distributed via SMS blast. The number of 160 respondents are loyal consumers of Material Building Supermarket Depo Bangunan which is a pioneer of building materials modern retail in Indonesia. The main variables used in this study are switching behavior, switching intention, consumer satisfaction, switching cost, alternative attractiveness and promotional factors. The analytical method used in this study uses Structural Equation Modeling (SEM) with Lisrel 8.80 software. The results showed that the majority of respondents were Professional consumers, more than 36 years age, with buying frequency more than twice a year, has planned buying behaviour dan basket size of more than 4 million rupiah. Top 3 brands of Mind are Dulux (43%), Jotun (16%), and Mowilex (12%). Respondents' attitudes toward consumer satisfaction variables are very positive and more than 80% of consumers agreed with each indicator of this variable. Respondents agreed that the product features match the expectations and the existence of the product consultant is very helpful in product selection. Respondents' approval on switching cost indicators tends to be low, on average under 50%, the indicator with the highest approval response is SC3, as many as 42% of consumers agree that it takes a long time to find a product. Respondents' agreement on indicators of attractiveness of alternatives also tends to be low, only AA1 indicator showed the highest level of agreement, namely 41% of respondents agreed that there were other products/brands with the same or even better price/quality. Regarding the dimensions / variables of promotional factors, 64% of respondents agreed that branding and brand communication in the store (in-store experience) made it easy to choose products. As many as 69% of respondents agreed to move if there is a problem (quality) on the brand used. So in the context of this research, in the paint industry, consumers are more loyal to the quality of the product than to the brand. Consumers open the possibility to switch brands if quality or satisfaction is not found in the products currently used. The number of loyal consumers based on the response to switching behavior is more than the brand switcher, only 16% respondents said they would choose another brand on their next purchase. The results of SEM analysis with Lisrel 8.80 software shows that switching intention significantly affected by consumer satisfaction and alternative attractiveness, switching intention was not significantly affected by switching costs and promotion factors, and switching intention can be used to predict switching behaviour. The results of switching matrix testing with chi-square test shows little facts about the estimated brand switching in the near future, however potential brand switcher that has been identified of each brands should be noticed by brand owners. Managerial implications that can be recommended are maintaining and improving product quality, CRM optimization and massive & perpetual promotion activities.

Item Type: Thesis (Masters)
Additional Information: industri cat, perilaku konsumen, switching behaviour, switching intention, Structural Equation Modeling, SEM, Lisrel 8.80 paints industry, consumer behavior, switching behavior, switching intention.
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 13 Jun 2022 08:58
Last Modified: 13 Jun 2022 08:58

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