Sholihin, Ahmad (2025) Pengaruh Atribut Produk dan Preferensi Terhadap Keputusan Pembelian Produk Rokok Non Cengkeh Di Kota Pekanbaru. Masters thesis, Universitas Islam Riau.

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Abstract

The cigarette industry in Indonesia exhibits intense competition, particularly between clove (kretek) and non-clove (white) cigarettes. Within this context, product attributes and consumer preferences play crucial roles in influencing purchasing decisions. This study aims to analyze the extent to which these two variables affect the purchase decisions of non-clove cigarette products in Pekanbaru City, focusing on Camel White 100s and Camel Yellow 100s. Using a quantitative approach with a causal associative design, data were collected through questionnaires distributed to 100 active smokers aged 18–60 years. The data were analyzed using Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach via SmartPLS4, complemented by interviews and literature reviews. The findings reveal that both product attributes and consumer preferences significantly influence purchasing decisions. Attributes such as quality, price, and packaging emerged as key determinants shaping consumer choices. These two independent variables jointly contribute positively to the formation of non-clove cigarette purchasing decisions. The results provide practical implications for cigarette manufacturers and marketers to strengthen product strategies aligned with consumer preferences, thereby enhancing competitiveness in the national cigarette market.

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