Pengaruh Atribut Intrinsik dan Atribut Ekstrinsik terhadap Loyalitas dan Niat Beli pada Produk Bakpia Pathok 25 di Yogyakarta
Empirical research is needed to determine the effect intrinsic attributes and extrinsic attributes of loyalty and purchase intentions of consumers on the Bakpia Pathok 25 product as well as to determine the effect of consumer loyalty to the consumer's purchase intention Bakpia Pathok 25 product. This study uses four variables are intrinsic attributes, extrinsic attributes, customer loyalty and purchase intentions with the study sample are students of the Faculty of Economics, University of Indonesian Islam is a consumer Bakpia Pathok 25 Product. Data were analyzed using Structural Equation Model (SEM), with the help of software PLS (Partial Least Square).
Based on the results of the descriptive analysis is known most of the respondents on average assess intrinsic attributes and extrinsic attributes agree with the assessment and note the average majority of respondents rate the loyalty and purchase intention will Bakpia Pathok 25 Product agrees with the assessment. The results of the analysis of Structural Equation Model (SEM) showed that the intrinsic and extrinsic attributes variables have a significant influence on loyalty to the Bakpia Pathok 25 Product. The results of the analysis of Structural Equation Model (SEM) showed that the intrinsic and extrinsic attributes variables have significant influence on the purchase intentions the Bakpia Pathok 25 product. The results of the analysis of Structural Equation Model (SEM) showed that loyalty variables have a significant influence on purchase intention in Bakpia Pathok 25 product. And based on the original value of the obtained sample estimate that the highest value that affect loyalty is the extrinsic attributes. It shows that extrinsic attributes have an influence on the higher loyalty. Of the three variables that influence purchase intention directly, extrinsic attributes, intrinsic attributes and loyalty, the greatest effect is extrinsic attributes. Thus the extrinsic attributes is the most dominant variable in influencing consumer purchase intention will Bakpia Pathok 25.
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