ANALISIS KEPUTUSAN PEMBELIAN TERHADAP PRODUK KEWIRAUSAHAAN MAHASISWA MELALUI PERSPEKTIF KESADARAN MEREK, KUALITAS PRODUK DAN INTENSI PEMBELIAN SUSU SAPI MURNI DI SURABAYA (STUDI KASUS MILKY POUCH)
Abstract
Surabaya is one of the city in Indonesia that has an attention in fostering new entrepreneurs, especially for students. At Universitas Pelita Harapan Surabaya there are several outputs of students’ entrepreneurship such as a cow's milk products that is called "MILKY POUCH". This product appeared in the market by two major phenomena such as students’ entrepreneurship and the issue about bacterial contamination of milk in infant formula products. As a new product, it is not easily to survive in the market that’s why this study wanted to examine how good the brand awareness and how good is customer perceptions in terms of product quality affected the purchase intentions as well as its influence on purchase decisions. Using Structural Equation Model (SEM), the author would like to see the influence of each variable simultaneously, so that can know clearly the influence of brand awareness and product quality to purchase intention, and purchase intention to influence purchasing decisions of pure cow's milk "MILKY POUCH". The selection of samples in this study is a non probability sampling by using the Maximum Likelihood technique and purposive sampling. Sample in this research are those who had ever used pure cow's milk "MILKY POUCH" in Surabaya. The results of this study showed that brand awareness has a positive effect on purchase intentions, product quality has a positive effect on purchase intentions, and purchase intentions are also a positive influence on purchase decisions. However, when it should be compared between the two independent variables, product quality has a greater influence on purchase intentions than brand awareness. It refers to some theoretical implications such as interrelationships between brand awareness and product quality in affecting purchase intentions then its impact on purchase decisions could be applied to new products and or students’ entrepreneurship sector. Furthermore, the managerial implications would intended the owner of "MILKY POUCH" to increase promotion channels, create an attractive packaging, fixed pack model adapted to the current trend, choose colors that are popular to the target market, and developing the variety sizes of packaging for "MILKY POUCH".
Based on the data processing performed by the author with the software Amos 16.0, finally obtained the results that purchasing decisions are influenced by the intention of purchasing a regression coefficient of 0:36, followed by the variable quality of the product with a regression coefficient of 0.31, and brand awareness variables with regression coefficient of 0.31.