Za’immah, Ima and Dr. Dwi Retno Andriani and Wisynu Ari Gutama, (2023) Analisis Pengaruh Influencer Marketing Dan Atribut Produk Terhadap Keputusan Pembelian Melalui Brand Image Sebagai Variabel Mediasi Pada Menantea Di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan bisnis F&B yang terus mengalami peningkatan tentunya menjadi peluang yang menjanjikan bagi para pengusaha. Hal ini menjadikan berbagai brand makanan dan minuman banyak ditemui disekitar kita. Tidak hanya itu, perkembangan inipun menjadikan banyak brand baru yang bermunculan. Semakin banyaknya brand makanan dan minuman yang ada di pangsa pasar tentunya berakibat pada semakin kuat dan meningkatnya persaingan antar brand, terlebih antar brand sejenis. Salah satu brand minuman yang cukup menarik perhatian ialah Menantea. Hal ini dikarenakan brand ini muncul saat masa pandemi Covid-19 yang mana kebanyakan brand F&B sedang mengalami penurunan, namun Menantea justru mampu menarik minat konsumen.Timbulnya kepercayaan masyarakat yang kuat pada Menantea, menjadikannya semakin berkembang secara pesat. Meskipun demikian, ternyata semakin lama trend minat Menantea kini mulai menurun. Hal ini diketahui berdasarkan data penjulan Menantea yang mana rata- ratanya hanya mencapai 1-7 juta per hari. Nilai ini mengalami penurunan sebesar 30-40% dibandingkan saat awal Menantea muncul yakni penjulannya mencapai 4-7 juta per hari. Sehingga diperlukan strategi yang tepat agar Menantea mampu bertahan dan berdaya saing di pangsa pasar. Penelitian ini dilakukan pada Menantea di Kota Malang bulan Desember 2022- Januari 2023 dengan 100 responden yang ditentukan melalui teknik convenience sampling dan dianalisis menggunakan SEM-PLS dengan menggunakan software Warppls 7.0. Tujuan dilakukannya penelitian ini ialah untuk menganalisis pengaruh influencer marketing dan atribut produk terhadap keputusan pembelian dengan dimediasi oleh brand image. Berdasarkan hasil analisis yang telah dilakukan, diketahui bahwa : 1) influencer marketing berpengaruh positif dan signifikan terhadap brand image dan keputusan pembelian, 2) Atribut produk berpengaruh positif dan signifikan terhadap brand image dan keputusan pembelian, 3) Brand Image berpengaruh positif dan signifikan terhadap keputusan pembelian, 4) Brand Image mampu memediasi hubungan antara influencer marketing dan keputusan pembelian, 5) Brand Image tidak mampu memediasi hubungan antara atribut produk dan keputusan pembelian. Kesimpulan dari penelitian ini menunjukkan bahwa ketepatan strategi influencer marketing yang digunakan akan meningkatkan brand image suatu perusahaan sehingga dapat berpengaruh terhadap keputusan pembelian. Selain itu atribut produk memegang peranan yang penting juga, dimana ketepatan dalam penetapan harga dan inovasi rasa yang dikembangkan akan berpengaruh terhadap persepsi konsumen atas suatu brand. Harga dan rasa yang sesuai dengan keinginan konsumen akan mempengaruhinya dalam memutuskan pembelia
English Abstract
The development of the F&B business, which continues to increase, is certainly a promising opportunity for entrepreneurs. This makes various food and beverage brands commonly found around us. Not only that, this development has led to many new brands emerging. The more food and beverage brands that exist in the market share, of course, result in stronger and increased competition between brands, especially between similar brands. One of the drink brands that is quite interesting is Menantea. This is because this brand emerged during the Covid-19 pandemic where most F&B brands were experiencing a decline, but Menantea was actually able to attract consumer interest. The emergence of strong public trust in Menantea made it grow rapidly. Even so, it turns out that the longer the trend, the interest in Menantea is now starting to decline. This is known based on Menantea sales data, which averages only 1-7 million per day. This value has decreased by 30-40% compared to when Menantea first appeared, namely sales reaching 4-7 million per day. So the right strategy is needed so that Menantea can survive and be competitive in the market share. This research was conducted at Menantea in Malang City on December 2022-January 2023 with 100 respondents who were determined through a convenience sampling technique and analyzed using SEM-PLS using Warppls 7.0 software. The purpose of this research is to analyze the effect of influencer marketing and product attributes on purchasing decisions mediated by brand image. Based on the results of the analysis that has been done, it is known that: 1) influencer marketing has a positive and significant effect on brand image and purchasing decisions, 2) Product attributes have a positive and significant effect on brand image and purchasing decisions, 3) Brand Image has a positive and significant effect on decisions purchase, 4) Brand Image is able to mediate the relationship between influencer marketing and purchasing decisions, 5) Brand Image is unable to mediate the relationship between product attributes and purchasing decisions. The conclusion of this study shows that the accuracy of the influencer marketing strategy used will increase a company's brand image so that it can influence purchasing decisions. In addition, product attributes also play an important role, where accuracy in pricing and taste innovations that are developed will affect consumer perceptions of a brand. Prices and tastes that are in accordance with the wishes of consumers will influence them in deciding to
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523040204 |
| Uncontrolled Keywords: | Influencer Marketing, Atribut Produk, Brand Image, Keputusan Pembelian, Influencer Marketing, Product Attributes, Brand Image, Purchase Decision |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 01 Aug 2023 07:10 |
| Last Modified: | 01 Aug 2023 07:10 |
| URI: | http://repository.ub.ac.id/id/eprint/202290 |
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