ANALISIS PENGARUH ADVERTISING, PERCIEVED QUALITY, BRAND AWARENESS DAN PACKAGING PADA PURCHASE INTENTION MELALUI ATTITUDE DAN SATISFACTION PADA KONSUMEN CIMORY YOGURT DI KOTA SAMARINDA --

RINGKASAN
Penelitian ini bertujuan untuk menganalisis pengaruh intention pada konsumen
cimory yogurt di Kota Samarinda. Penelitian ini menggunakan pendekatan kuantitatif
dengan menggunakan path analysis yang diolah dengan software IBM SPSS Statistic
23 dan Structural Equation Modelling (SEM) dengan software IBM AMOS 5. Penelitian
ini menggunakan sampel sebanyak 161 orang yang diambil dari sejumlah konsumen
cimory yogurt di Kota Samarinda. Skala pengukuran menggunakan skala likert dengan
skor 1-5. Pada penelitian ini juga dilakukan uji validitas dan uji linieritas, selanjutnya
dilakukan uji estimasi dan uji stuctural model fit.
Berdsarkan model structural dapat dibuktikan bahwa Advertising berpengaruh
signifikan terhadap Attitude, Packaging berpengaruh signifikan terhadap Attitude,
Percieved Quality berpengaruh signifikan terhadap Satisfaction, Brang Awareness
berpengaruh signifikan terhadap Satisfaction, Packaging berpengaruh signifikan
terhadap Satisfaction, Brand Awareness berpengaruh signifikan terhadap Attitude, dan
Satsifaction berpengaruh signifikan terhadap Purchase Intention. Advertising tidak
berpengaruh negatif signifikan terhadap Satisfaction, Attitude tidak berpengaruh
negatif signifikan terhadap Purchase Intention, Advertising tidak berpengaruh negatif
signifikan terhadap Purchase Intention, Percieved Quality tidak berpengaruh negatif
signifikan terhadap Purchase Intention, Brand Awareness tidak berpengaruh negatif
signifikan terhadap Purchase Intention, Packaging tidak berpengaruh negatif signifikan
terhadap Purchase Intention.
Kata kunci: Advertsing, Percieved Quality, Brand Awareness, Packaging, Attitude,
Satisfaction, Purchase Intention.
ABSTRACT
The purpouse of the paper analyze the effect of consumer Cimory yogurt
users in the city Samarinda. This paper uses a quantitive approach using path analysis
processed with IBM SPSS Statistic V 23 and Sturtural Equation Modelling (SEM)
software with V 5 software. Use 161 sampel of from a number of consumer Cimory
yogurt users in the city Samarinda. Scale measurement using Likert scale with score
of 1-5. In this study also tested valifity abd reliability test, then carried out further test of
estimation and structural test fit model.
Based on the structural model, it can be proven that Advertising has a
significant effect on Attitude, Packaging has a significant effect on Attitude, Perceived
Quality has a significant effect on Satisfaction, Brand Awareness has a significant
effect on Satisfaction, Packaging has a significant effect on Satisfaction, Brand
Awareness has a significant effect on Attitude, and Satisfaction has a significant effect
on Attitude Purchase Intentions. Advertising has no significant negative effect on
Satisfaction, Attitude has no significant negative effect on Purchase Intention,
Advertising has no significant negative effect on Purchase Intention, Perceived Quality
has no significant negative effect on Purchase Intention, Brand Awareness has no
significant negative effect on Purchase Intention, Packaging has no negative effect
significant to Purchase Intention.
Keyword: Advertsing, Percieved Quality, Brand Awareness, Packaging, Attitude,
Satisfaction, Purchase Intention