Pengaruh Product Attribute, Lifestyle dan Preceived Value Terhadap Purchase Intention

Mahmudah, Putri Nur
Nugroho, Dian Ari

Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Vol. 2 No. 4 (2023)

The objective of this research is to analyze the effects of product attributes that emphasize environmentally-friendly image, consumer’s lifestyle of health caring and environmentally aware, and perceived value on the intention to purchase Paseo tissue products. The population of this research is all Paseo tissue consumers in Malang city, from which 160 were selected as the respondents through the use of non-probability sampling method and purposive sampling technique. The data was harvested from online questionnaires and analyzed using multiple linear regression in SPSS. This study finds that product attributes (i.e.,brand, packaging, label, assurance, and service) significantly affect people’s intention to purchase the product. Among the attributes, brand has the strongest influence. Then, perceived values also significantly affect the purchase intention, with functional value and perception about the product being the most important factors for the purchase intention. Furthermore, although consumer’s lifestyle of caring about the environment does not significantly influence the purchase intention, most respondents display an environmentally-aware lifestyle. This research provides an important views for Paseo company in developing marketing strategies that emphasize appealing brand attributes and the product’s functional value.    Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh product attribute yang menonjolkan kesan ramah lingkungan, lifestyle konsumen yang peduli terhadap kesehatan dan lingkungan serta perceived value terhadap Purchase Intention produk tisu Paseo. Populasi penelitian seluruh konsumen tisu Paseo di Kota Malang, dengan sampel sebanyak 160 responden yang dipilih dengan non-probability sampling dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner online dan dianalisis menggunakan regresi linier berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa product attribute memiliki pengaruh signifikan terhadap niat pembelian produk tisu Paseo. Di antara atribut tersebut, merek memiliki pengaruh yang paling kuat. Selain itu, perceived value (nilai emosional, nilai sosial, nilai fungsional, dan nilai uang yang dikeluarkan) juga berpengaruh signifikan dengan nilai fungsional dalam persepsi produk Paseo menjadi faktor paling penting yang mendorong niat pembelian. Meskipun lifestyle konsumen yang peduli terhadap lingkungan tidak berpengaruh secara signifikan terhadap niat pembelian, mayoritas responden menunjukkan gaya hidup yang peduli terhadap lingkungan. Penelitian ini memberikan wawasan penting bagi perusahaan tisu Paseo dalam mengembangkan strategi pemasaran yang menekankan atribut merek yang menarik serta nilai fungsional produk.