Pengaruh Penamaan Produk oleh Konsumen terhadap Purchase Intention dengan Psychological Ownership sebagai Mediator
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Abstract
Abstrak--Tujuan penelitian ini adalah untuk mengetahui pengaruh penamaan produk dengan purchase intention dengan psychological ownership sebagai mediator. Pada penelitian ini, partisipan berjumlah 40 orang mahasiswa dengan usia minimal 18 tahun. Pengambilan sampel dalam penelitian ini menggunakan teknik simple random sampling. Penelitian ini menggunakan pendekatan kuantitatif dan metode pengambilan data dengan cara metode eksperimen dengan membandingkan perbedaan rerata tiap kelompok. Pengumpulan data menggunakan perlakuan dan kuesioner yang berisi data demografi, angket terbuka, dan alat ukur yang digunakan adalah Purchase Intention dan Psychological Ownership yang telah diadaptasi oleh peneliti. Teknik analisis data pada penelitian ini menggunakan analisis statistic, uji beda paired t-test, path analysis untuk menganalisis mediator serta crosstabs. Hasil dari penelitian ini sebagai berikut : (1) Product naming dengan metode self-naming memiliki pengaruh yang signifikan dengan purchase intention melewati psychological ownership. (2) Product naming memiliki pengaruh signifikan terhadap purchase intention (Mself-name = 13.90, p<0.05). (3) Product naming memiliki signifikan terhadap psychological ownership (Mself-name = 14.90, p<0.05). Hal ini berarti bahwa ketika konsumen berpartisipasi dalam pembuatan produk, maka konsumen akan secara tidak langsung merasa memiliki produk tersebut yang akan bisa meningkatkan minat pembelian.. Penelitian ini dapat diterapkan ke masyarakat luas untuk memperkenalkan produk baru.
Kata kunci: Product naming, Self-name, Purchase Intention, Psychological Ownership
Abstract--This research aims to determine the impact of product naming to purchase intention using psychological ownership as a mediator. A total number of 40 university students are conducted as participants minimum age of 18 years. The sampling in this study using a simple random sampling techniques. This research is a quantitative research and using experiment to collect the data. Experiment in this research is used to compare the average differences between each group. Data collection uses a questionnaire including demographic data, open-questions, and a Purchase Intention and Psychological Ownership scale that has been adapted by researcher. Data analysis uses statistical analysis, paired t-test, and path analysis to analyse the mediator and crosstabs. The results of this research are as follows: (1) Product naming with self-naming method has a positive and significant impact to purchase intention through psychological ownership. (2) Product naming has a positive and significant impact to purchase intention (Mself-name = 13.90, p<0.05). (3) Product naming has a positive and significant impact to psychological ownership (Mself-name = 14.90, p<0.05). This shows that when consumers participate in a product manufacturing process, consumers will indirectly feel of owning the product and increase an interest in purchasing. This research can be applied to a wider range to promote new products.
Keywords: Product naming, Self-name, Purchase Intention, Psychological Ownership
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