PENGARUH NARASI BAHASA DALAM LABEL PRODUK TERHADAP PERSEPSI KONSUMEN

Andi Masniati

Abstract


Abstract

This study aims to explore how a language narrative placed on a product can influence consumer perceptions in their decision making. The strategy in placing language as the selling point of a product is a product that is characteristic of a particular region. The results of research conducted using quantitative methods with samples selected by purposive sampling and processed using regression analysis. The results of the regression test show that there is a correlation between the independent variable knowledge of narrative / label on the dependent variable of perception formed.

Keywords: Language, Product Label, Perception, Consumer Behavior

 

Abstrak

Penelitian ini bertujuan mendalami bagaiman sebuah narasi Bahasa yang ditempatkan pada suatu produk mampu mempengaruhi persepsi konsumen dalam pengambilan keputusannya. Strategi dalam menempatkan bahsa sebagai nilai jual sebuah produk diantaranya merupakan produk yang berciri khas suatu wilayah tertentu. Hasil penelitian yang dilakukan menggunakan metode kuantitatif dengan sampel yang dipilih secara purposive sampling dan diolah menggunakan analisis regresi. Hasil uji regresi menunjukan bahwa terdapat korelasi antara variabel independen pengetahuan narasi / label terhadap variabel dependen persepsi yang terbentuk.

Kata Kunci: Bahasa, Label Produk, Persepsi, Perilaku Konsumen

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References


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