HANDAYANI, Kurnia (2024) The Influence of Product Responsibility and Society Responsibility on Consumer Behavior in Product Purchasing Decisions (Study on HNI Consumers in Purbalingga Regency). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

ABSTRACT This study aims to investigate and analyze the influence of product responsibility and society responsibility on consumer behavior in purchasing decisions of HNI products among consumers in Purbalingga Regency. The research is grounded on two theories: the Theory of Reasoned Action (Fishbein & Ajzen, 1975) and the legitimacy theory (Dowling & Pfeffer, 1975). The data used in this study are primary data collected through the distribution of a Google Form link. The sample size for this research is 110 respondents, selected using purposive sampling based on predefined criteria. Data analysis techniques employed include descriptive statistics, classical assumption tests, multiple linear regression analysis, goodness of fit tests, and hypothesis testing. The research findings indicate that: (1) Product responsibility positively influences purchasing decisions of HNI products. (2) Society responsibility does not influence purchasing decisions of HNI products. This research implies that the information obtained regarding product responsibility and society responsibility can provide better guidance for HNI consumers in making more informed purchasing decisions that align with their preferences. By understanding consumer preferences and motivations related to membership and product purchases, companies can optimize their strategies to attract more consumers and enhance profitability. This can provide insights for HNI companies in Purbalingga Regency to improve their marketing strategies and product sales. The generated information can also be utilized to enhance overall sales performance and expand market share in the Purbalingga Regency. Keyword: Product Responsibility, Social Responsibility, Consumer Behavior, Purchasing Decision, CSR, Halal Value Chain

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