Yasmin., Muthia Aprilian and Prof. Dr. Ir. Budi Setiawan,, MS. (2024) Pengaruh Preferensi Konsumen terhadap Produk Helathy Drink Oatside M*lk dengan Pendekatan Social Media Influencer”. Sarjana thesis, Universitas Brawijaya.
Abstract
Healthy Drink telah menjadi salah satu jenis minuman yang diminati oleh konsumen selama tiga tahun terakhir. Fenomena meningkatnya konsumsi minuman sehat disebabkan oleh dorongan influencer dalam mendukung terciptanya budaya konsumsi makanan dan minuman sehat. Oatside M*lk merupakan salah satu dari sekian banyak produk healthy drink yang ada di pasar. Produk Oatside M*lk menjadi popular selain memiliki kandungan yang baik untuk tubuh dan memiliki rasa yang disukai oleh konsumen, brand ini juga melakukan kegiatan pemasaran melalui social media dan influencer sehingga menjadikan brand Oatside M*lk ini dapat dikenal oleh masyarakat dan dapat menciptakan preferensi konsumen terkait produk healthy drink yang sedang ramai diperbincangkan. Adapun tujuan dari penelitian ini, yaitu (1) Menganalisis preferensi konsumen pada produk healthy drink Oatside M*lk, (2) Menganalisis pengaruh preferensi konsumen pada produk healthy drink Oatside M*lk terhadap pendekatan social media influencer, (3) Menganalisis pengaruh preferensi konsumen pada produk healthy drink Oatside M*lk terhadap keputusan pembelian konsumen, (4) Menganalisis pengaruh social media influencer terhadap keputusan pembelian konsumen produk healthy drink Oatside M*lk, dan (5) Menganalisis pengaruh preferensi konsumen pada produk healthy drink Oatside M*lk terhadap keputusan pembelian konsumen dengan pendekatan social media influencer. Penelitian ini menggunakan pendekatan penelitian kuantitatif dengan menggunakan teknik Purposive sampling dalam penentuan respondennya. Penelitian ini dilakukan secara online dengan menggunakan Goggle form dikarenakan konsumen Oatside M*lk tersebar di seluruh Indonesia. Penelitian ini dilaksanakan pada bulan September – November 2023. Sampel yang digunakan dalam penelitian ini adalah sebanyak 100 responden yang merupakan konsumen yang pernah maupun belum pernah membeli produk Oatside M*lk. Analisis data pada penelitian ini dilakukan dengan menggunakan metode Discrete Choice Experiment (DCE) Conditional Logit melalui software Rstudio dan analisis regresi logistik melalui software SPSS 26. Berdasarkan hasil analisisi Conditional Logit yang dilakukan menggunakan Rstudio, diketahui bahwa atribut rasa coklat lebih disukai karena memiliki koefisien tertinggi yakni 0.695, dibandingkan atribut rasa original sebesar 0.480, dapat disimpulkan bahwa atribut rasa coklat memengaruhi preferensi konsumen. Atribut cara penyajian yang lebih disukai yakni langsung minum dengan koefisien utiliti sebesar 0.389, sedangkan cara penyajian dikombinasikan sebesar 0.120. Atribut kondisi suhu produk yang lebih disukai yakni dingin dengan koefisien utiliti sebesar 0.585, dibandingkan atribut kondisi suhu produk tidak dingin sebesar 0.210. Adapun penelitian yang dilakukan dengan menggunakan analisis regresi logistik menunjukkan bahwa preferensi konsumen berpengaruh positif dan signifikan terhadap social media influencer dan juga keputusan pembelian produk healthy drink Oatside M*lk. Peningkatan pada preferensi konsumen tersebut paling tinggi tercermin melalui indikator atribut rasa. Selanjutnya, social media influencer juga berpengaruh positif dan signifikan terhadap keputusan pembelian produk healthy drink Oatside M*lk. Kemudian, dalam pengaruh tidak langsung menunjukkan bahwa preferensi konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian melalui mediasi social media influencer. Mediasi social media influencer antara pengaruh preferensi konsumen terhadap keputusan pembelian tergolong partial mediation. Bagi Oatside M*lk, diharapkan dapat terus mengembangkan dan meningkatkan preferensi konsumen, khususnya dalam atribut rasa dengan memanfaatkan penggunaan social media dan menggaet influencer, serta Oatside M*lk harus memilah social media influencer yang jujur, karena konsumen akan timbul keputusan pembelian yang lebih jika iklan yang dilihat adalah jujur.
English Abstract
Healthy Drink has become one type of drink that is in demand by consumers for the past three years. The phenomenon of increasing consumption of healthy drinks is caused by the encouragement of influencers in supporting the creation of a culture of healthy food and beverage consumption. Oatside M*lk is one of the many healthy drink products on the market. Oatside M*lk products are becoming popular in addition to having good content for the body and have a taste that is liked by consumers, this brand also conducts marketing activities through social media and influencers so that the Oatside M*lk brand can be known by the public and can create consumer preferences related to healthy drink products that are currently being discussed. The objectives of this study, namely (1) Analyze consumer preferences on healthy drink Oatside M*lk products, (2) Analyze the influence of consumer preferences on healthy drink Oatside M*lk products on social media influencer approaches, (3) Analyze the influence of consumer preferences on healthy drink Oatside M*lk products on consumer purchasing decisions, (4) Analyze the influence of social media influencers on consumer purchasing decisions on healthy drink Oatside M*lk products, and (5) Analyze the influence of consumer preferences on healthy drink Oatside M*lk products on consumer purchasing decisions with a social media influencer approach. This study uses a quantitative research approach using purposive sampling techniques in determining respondents. This research was conducted online using Goggle form because Oatside M*lk consumers are spread throughout Indonesia. This research will be conducted in September – November 2023. The sample used in this study was as many as 100 respondents who were consumers who had or had never bought Oatside M*lk products. Data analysis in this study was carried out using the Discrete Choice Experiment (DCE) Conditional Logit method through Rstudio software and logistic regression analysis through SPSS 26 software. Based on the results of Conditional Logit analysis conducted using Rstudio, it is known that the chocolate taste attribute is preferred because it has the highest coefficient of 0.695, compared to the original taste attribute of 0.480, it can be concluded that the chocolate taste attribute affects consumer preferences. The preferred serving method attribute is direct drinking with a utility coefficient of 0.389, while the combined serving method is 0.120. The preferred attribute of product temperature conditions is cold with a utility coefficient of 0.585, compared to the attribute of non-cold product temperature conditions of 0.210. The research conducted using logistic regression analysis shows that consumer preferences have a positive and significant effect on social media influencers and also purchasing decisions for Oatside M*lk healthy drink products. The increase in consumer preferences is most highly reflected through the indicator of taste attributes. Furthermore, social media influencers also have a positive and significant influence on the purchase decision of Oatside M*lk healthy drink products. Then, in indirect influence, it shows that consumer preferences have a positive and significant influence on purchasing decisions through the mediation of social media influencers. Social media influencer mediation between the influence of consumer preferences on purchasing decisions is classified as partial mediation. For Oatside M*lk, it is expected to continue to develop and improve consumer preferences, especially in taste attributes by utilizing the use of social media and attracting influencers, and Oatside M*lk must sort out honest social media influencers, because consumers will have more purchase decisions if the ads seen are honest.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0524040163 |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 25 Mar 2024 02:05 |
| Last Modified: | 25 Mar 2024 02:05 |
| URI: | http://repository.ub.ac.id/id/eprint/217518 |
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