MENINGKATKAN MOTIVASI KONSUMEN MEMBELI PRODUK LOKAL DI KOTA JAMBI

Asrini Asrini, Musnaini Musnaini

Abstract


Tujuan Penelitian, menganalisis pengaruh motivasi utilitarian (cost saving, dan selection), terhadap brand attitude dan selanjutnya memoderasi dan memedisi terhadap purchase intention pada produk lokal di Jambi. Metode penelitian menggunakan kuantitatif. Model penelitian mengembangkan model  Motivation-Opportunity-Ability (MOA). Antesedan motivasi utilitarian menggunakan dimensi (cost saving, dan selection). Responden penelitian adalah konsumen yang berbelanja produk batik Jambi di kota Jambi. Jumlah sampel penelitian sebanyak 110 responden. Metode pengumpulan data dilakukan dengan kuesioner, dan di ukur menggunakan skala linkert 1-5. Alat analisis data menggunakan Path Analysis Model dengan software SPSS. Temuan empiris membuktikan motivasi utilitarian mempunyai pengaruh positif dan signifikan terhadap brand attitude pada taraf 5% dan purchase intention pada taraf 15%.  Brand attitude mempunyai pengaruh positif dan signifikan terhadap purchase intention pada taraf 5%. Motivasi utilitarian berpengaruh signifikan terhadap purchase intention melalui brand attitude dan selanjutnya memperkuat purchase intention pada produk lokak (batik Jambi).

 

Kata Kunci:motivasi utilitarian, saving, selection, brand attitude, purchase intention, batik jambi


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