Kusumawati, Heni (2018) Gaya Pembuatan Keputusan Generasi Y Terhadap Niat Membeli Kembali Minuman Dalam Kemasan (Gender Sebagai Variabel Moderator). Forum Manajemen Indonesia.
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Abstract
This study aims to obtain empirical evidence of the influence of Y Generation consumers style decision in the repurchase intention ready-to-drink beverages in packaging. The sampling method uses non-probability sampling, at 247 respondents in Yogyakarta, Indonesia, with the proportion of 56, 28% were female respondents and 43, 72% were male. The purchasing style variable refers to the indicator The Consumer Style Inventory (CSI) developed by Sproles and Kendall (1986). Based on the validity and reliability test, the consumer purchase style variables that meet the requirements are novelty style, habitual style (brand-loyal consumer),, perfectionistic style (high-quality conscious consumer), and brand conscious ( price equals quality consumer) style. Data test used confirmatory factor analysis/CFA by AMOS version 24. Test results showed that the novelty and habitual purchase style had a positive and significant effect on the interest in repurchasing ready-to-drink beverages in packaging at a confidence level of α = 5%. While the style of buying perfectionistic and brand consious does not significantly influence repurchase intention packaged ready-to-drink beverages. Gender variable in this study were not able to moderate the influence of independent variabel to consumer repurchase intention. Men and women on novelty and intention, whereas other variables do not significantly influence the repurchasing intention of ready-to-drink beverages in packaging. The results of the study have implications that producers must always innovate both in terms of taste, packaging and how to influence consumers so that they are encouraged to do repurchases with increasing frequency.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Y Generation, novelty, habitual, perfectionist, brand consious, repurchase intention |
| Subjects: | MANAJEMEN > Sumber Daya Manusia |
| Divisions: | Dosen STIE YKPN > Artikel > Jurnal |
| Depositing User: | Unnamed user with email webmaster@stieykpn.ac.id |
| Date Deposited: | 03 Nov 2022 01:38 |
| Last Modified: | 28 Mar 2023 07:41 |
| URI: | http://repositorybaru.stieykpn.ac.id/id/eprint/99 |
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