Jurnal PENGARUH PERSONAL INVOLVEMENT DAN BRAND FAMILIARITY TERHADAP BUYING INTENTION PRODUK MEREK NASIONAL PADA INDOMARET DI KOTA BENGKULU
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Salim, Muhartini and Sularsih, Anggarawati
THE EFFECT OF PERSONAL INVOLVEMENT AND BRAND FAMILIARITY ON BUYING INTENTION OF INDOMARET NATIONAL BRAND PRODUCTS IN BENGKULU CITY.
Master of Management Program FEB UNIB, Bengkulu.
People now tend to choose modern shopping based on the reason for the complete selection of quality products, definite and competitive prices, and a comfortable atmosphere during the shopping process. Indomaret outlets currently have reached 12,800 throughout Indonesia, since 2016 the Indomaret outlets in the city of Bengkulu have 14 outlets (http://indomaret.co.id, accessed on February 26, 2018). Some of the national brand products found in Indomaret in the city of Bengkulu include mineral water, cosmetics, food, and others. Consumers are very commonly involved in the shopping process starting from comparing prices, types, brand fame and product quality. ) Personal involvement is considered a motivational variable that varies according to the subject, and influences consumer behavior. Another factor that influences bell interest is brand familiarity. Brand familiarity is the number of products / brands that have been used by consumers including direct and indirect experiences such as advertising, interaction with sellers, word of mouth communication, experiments, and consumption. The purpose of this study is to find out 1. The Effect of Personal Involvement on Buying Intention National Brand (Ind. Product) at Indomaret in Bengkulu City. 2. The Influence of the Familiarity Brand on Buying Intention National Brand at Indomaret in the City of Bengkulu. Data is carried out by distributing 160 questionnaires, namely to consumers who have visited Indomaret in the city of Bengkulu. The sampling technique in this study was carried out using Accidental Sampling. The method of analysis used was simple linear regression to determine how much influence the independent variable had on the non-dependent variable and the t test to test the hypothesis. Data processing was carried out with the help of a computer application Package for the Social Science (SPSS) 16.0.
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