Analisis Pengaruh Penilaian Konsumen Atas Atribut Produk Terhadap Keputusan Pembelian Ulang Rokok Lucky strike Di Surabaya dengan Metode Structural Equation Modeling

Nazareno, Michel (2009) Analisis Pengaruh Penilaian Konsumen Atas Atribut Produk Terhadap Keputusan Pembelian Ulang Rokok Lucky strike Di Surabaya dengan Metode Structural Equation Modeling. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri rokok telah memberikan kontribusi terbesar terhadap APBN kita dengan nilai kontribusi cukai selama setahun sebesar 35 triliun rupiah dengan total produksi sebesar 180 miliar batang (Gapri 2008). Industri rokok cukup menjanjikan dengan pertumbuhan rata-rata sebesar 5–7%/tahun (TEMPO Interaktif, 2008). Dengan jumlah produksi sebesar itu, bila dikonversikan dengan jumlah konsumen, maka terdapat sekitar 41 juta orang. Market yang cukup besar bagi industri rokok Indonesia. Banyaknya faktor yang menjadi pertimbangan konsumen dalam melakukan pembelian atau mempergunakan produk rokok, keputusan pembelian oleh konsumen sering kali didasarkan pada sejumlah atribut produk yang terbatas. Hal-hal mengenai pemahaman akan perilaku konsumen dalam memiliki suatu produk sangat diperlukan oleh perusahaan. Dalam penelitian ini, penulis mengambil objek penelitian pada penilaian konsumen atas atribut Lucky Strike (variabel merek, harga, kemasan, rasa atau aroma, dan distribusi/ketersediaan) terhadap keputusan pembelian ulang rokok Lucky Strike di Surabaya. Penelitian ini menggunakan analisis Structural Equation Modeling (SEM) dalam menganalisis data responden. Sebelumnya, diuji terlebih dahulu validitas dan reliabilitasnya. Data telah memenuhi asumsi-asumsi yang harus dipenuhi dalam pemodelan SEM, yaitu: normalitas, linieritas, dan outlier. Selanjutnya, model SEM harus diuji pula dengan Goodness of Fit agar layak digunakan untuk menguji hipotesis.
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The cigarette industry has made the largest contribution to our APBN, with cigarette excise tax contributing approximately 35 trillion rupiahs per year from a total production of 180 billion cigarette sticks (Gapri 2008). The cigarette industry has shown promising growth, with an average growth rate of 5–7% per year (TEMPO Interaktif, 2008). With such a large production volume, when converted into the number of consumers, there are approximately 41 million consumers, representing a substantial market for the Indonesian cigarette industry. Many factors are considered by consumers when purchasing or using cigarette products. Consumer purchasing decisions are often based on a limited number of product attributes. Therefore, an understanding of consumer behavior toward a particular product is essential for companies. In this research, the writer chose consumer assessments of Lucky Strike attributes as the research object, with the variables consisting of brand, price, packaging, taste or aroma, and distribution/availability, in relation to the decision to repurchase Lucky Strike cigarettes in Surabaya. This research used Structural Equation Modeling (SEM) analysis to analyze the respondents' data. Before the analysis was conducted, the validity and reliability of the data were tested. The data fulfilled the assumptions required for SEM modeling, namely normality, linearity, and outliers. Furthermore, the SEM model was also tested using Goodness of Fit to determine its suitability for hypothesis testing.

Item Type:	Thesis (Masters)
Additional Information:	658.834 2 Naz a
Uncontrolled Keywords:	Atribut Produk, Pembelian Ulang, Loyalitas, Structural Equation Modeling (SEM), Goodness of Fit, Product Atributes, Repurchasing, Loyality, Structural Equation Modeling (SEM), Goodness of Fit
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	magang .
Date Deposited:	16 Sep 2026 04:01
Last Modified:	16 Sep 2026 04:01
URI:	http://repository.its.ac.id/id/eprint/144541

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