penjelasan hasil analisis sem

Summary

This research explores the impact of price and product quality on consumer purchase intention at King Madu Borneo. Using AMOS software for path analysis, the study identifies key factors influencing purchase decisions: price, product quality (especially aesthetic appeal), and purchase intention. Findings reveal a negative significant relationship between price and purchase intention, meaning higher prices reduce consumer interest. Conversely, product quality has a positive significant impact, suggesting better quality boosts purchase intention. The model explains 74% of the variance in purchase intention, highlighting the importance of product quality in driving consumer purchases.

Takeaways

• 😀 The research model used in the study analyzes the impact of price and product quality on purchasing interest in King Madu Borneo.
• 😀 The research uses AMOS 23 software for analysis, focusing on relationships between variables using various indicators.
• 😀 There are three main variables in the study: price (X1), product quality (X2), and purchasing interest (Y), where price and quality are independent variables and purchasing interest is the dependent variable.
• 😀 Price is measured by three indicators: price alignment with product quality, price alignment with benefits, and price competitiveness. The highest weight (43%) is assigned to price alignment with benefits.
• 😀 Product quality is measured by five indicators, with the highest weight (63%) given to the aesthetic quality of the product, such as its packaging.
• 😀 Purchasing interest is measured by four indicators, with the highest weight (47%) assigned to referential interest, which reflects consumers' inclination to recommend the product.
• 😀 The relationship between price and product quality has a correlation of 0.67, indicating that these variables can independently influence purchasing interest without interference.
• 😀 If the correlation between price and product quality exceeds 0.8, they cannot independently affect purchasing interest, as the results become indistinguishable.
• 😀 The relationship between price and purchasing interest is negative and significant (probability = 0.044). This means that an increase in price will lead to a decrease in purchasing interest, and vice versa.
• 😀 The relationship between product quality and purchasing interest is positive and significant (probability = 0.002), meaning better product quality leads to higher purchasing interest.
• 😀 The model explains 74% of the variance in purchasing interest, with other potential factors outside of price and quality contributing the remaining 26%.
• 😀 The model fits well according to the specified criteria, confirming that the research model is valid for understanding the factors influencing purchasing interest.

Q & A

What is the main focus of the research model discussed in the transcript?

The research model focuses on how price and product quality influence purchase interest in King Madu Borneo, using Amos software for analysis.

What are the three main variables in the research model?

The three main variables are price, product quality, and purchase interest. Price and product quality are independent variables, while purchase interest is the dependent variable.

What does the 'X1' and 'X2' in the model represent?

'X1' represents price, and 'X2' represents product quality, which are the independent variables in the study.

How is the variable 'purchase interest' measured?

Purchase interest is measured by four indicators: transactional interest, referential interest, preferential interest, and exploratory interest.

Which indicator has the highest weight for the price variable?

The indicator with the highest weight for the price variable is 'price suitability with benefits,' with a weight of 0.66 or 43%.

What does the high weight of 'product aesthetics' imply about consumer preferences?

The high weight of 'product aesthetics' (0.80 or 63%) suggests that consumers in this study value the visual and packaging aspects of the product when assessing quality.

What does a value of 0.67 for multi-collinearity between price and product quality indicate?

A multi-collinearity value of 0.67 indicates that price and product quality can independently affect purchase interest. Since this value is below 0.8, the two variables can stand alone in influencing purchase interest.

How does the relationship between price and purchase interest manifest according to the research?

The relationship between price and purchase interest is negative and significant. If the price increases, purchase interest decreases, and vice versa. This suggests that consumers may find the product too expensive, reducing their interest.

What does a significant positive relationship between product quality and purchase interest imply?

A significant positive relationship means that as product quality improves, purchase interest increases. Higher quality leads to greater consumer interest in purchasing the product.

What does the model suggest about the combined influence of price and product quality on purchase interest?

The combined influence of price and product quality accounts for 74% of the variance in purchase interest. The remaining variance could be attributed to other factors not included in the model.

What is the significance of the model fit value in the research?

The model fit value meets the criteria for a good fit, meaning the research model is appropriate and can be considered reliable for analyzing the relationships between price, product quality, and purchase interest.