MM 658.511 War a

Analisis pengaruh karakteristik produk terhadap adopsi konsumen pada produk baru

Penulis

Wardhani, Rusliana Kusuma

Pembimbing: Drs. Sari Winahjoe, MBA


ABSTRACT : The research entitled “Analysis Influence of Product Characteristics to The Consumer Adoption” (a case study on instant hand sanitizer) aim to know the relationship and influence of the product characteristics to the consumer adoption, and also to know the current consumer’s adoption level of instant hand sanitizer. Research approach was used a fact-finding research through a survey at 100 respondent that were taken from the Daerah Istimewa Yogyakarta’s welfare citizen categories, citizen whose care on health and cleanliness, and had already tried to use instant hand sanitizer product (trialibility). Research data information was gathered by using questionaires containing 22 question items, that have been tried through the reliability test and the validity test. Multiple 5-predictor regression and correlation method used to identie the influence and relationship product characteristic to the consumer adoption. Then, distance-reins scale was used to know the current consumer’s adoption level of instant hand sanitezer product. Coefficient of multiple correlation (Multiple R) 0,836 clariQ that independent variables, product characteristics consist of relative advantage, compatibility, complexity, divisibility/triafibility and communicability that have strong correlation with the dependent variable (consumer adoption). Consumer adoption variables just can be explained or just regressed about 69,8% 6y product characteristic variables. Whereas, 30,2% can be explained and regressed by others variables. The value of t table from the five independent variables. i.e product characteristics has a higher value than the t table. It showed that individually, independent variables (product characteristics consist of relative advantage, compatibility, complexity, divisibility/trialibility and communicability) are important factors to predict consumer adoption, and also have significant influence to consumer adoption on instant hand sanitizer product. Communicability variables has the biggest influence with the t value = 6,686,followed by relative advantage 243, 216, variables (2,186), compatibility ( , 7 ) divisibility/trialibility ( , 8 ) and complexity variables have the less influence = 2.092. Totally the product characteristic variables have significant relationship and influence to the consumer adoption, which were explained by the F value = 44,565that has a bigger value than F table = 2,21. The measurement of consumer adoption distance-reins scale explained that currently, the respondent agree to adopt instant hand sanitizer product in this moment. Its can be shown by the distance-reins scale’s value = 361,l which in the scale distance-reins between 343-423. Key words: Product characteristic (relative advantage, compatibility, complexity, divisibility/trialibility and communicability) and consumer adoption

Kata kunci Manajemen Produksi,Analisis Produk,Adopsi Konsumen
Program Studi Magister Manajemen UGM
No Inventaris c.1 (0979/H/2003)
Deskripsi xvii, 96 p., bibl., ills., 30 cm
Bahasa Indonesia
Jenis Tesis
Penerbit [Yogyakarta] : Universitas Gadjah Mada, 2002
Lokasi Perpustakaan Pusat UGM
File Tulisan Lengkap dapat Dibaca di Ruang Tesis/Disertasi
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