Pengaruh Perceived Value terhadap Purchase Intention pada Produk Eiger di Jember
Abstract
Pertumbuhan industri outdoor fashion di Indonesia memicu persaingan ketat yang mengharuskan setiap merek memahami persepsi nilai calon konsumen guna meningkatkan daya saing. Penelitian ini bertujuan untuk menganalisis pengaruh konsep persepsi nilai yang diturunkan dalam empat variabel yaitu, nilai fungsional, nilai sosial, nilai emosional dan nilai lingkungan terhadap minat pembelian calon konsumen produk Eiger di Jember. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis explanatory research. Sampel peneltian berjumlah 100 responden yang merupakan calon konsumen Eiger, dipilih melalui teknik purposive sampling. Pengumpulan data melalui kuesioner dan dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa nilai fungsional dan nilai sosial tidak memiliki pengaruh yang signifikan. Sedangkan, nilai emosional dan nilai lingkungan memiliki pengaruh yang signifikan terhadap minat pembelian calon konsumen. Secara simultan, nilai fungsional, nilai sosial, nilai emosinal, nilai lingkungan memiliki pengaruh yang signifikan sebesar 60% terhadap minat pembelian calon konsumen. Temuan ini mengindikasikan bahwa nilai emosional dan nilai lingkungan menjadi pertimbangan utama calon konsumen Eiger di Jember.
Kata Kunci: persepsi nilai; nilai fungsional; nilai emosional; nilai lingkungan; minat pembelian;
Keywords
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DOI: http://dx.doi.org/10.54144/jadbis.v14i2.25994
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