Trisnamurti, Puan Aulia Trisnamurti. and Neza Fadia Rayesa, S.TP., M.Sc (2024) Pengaruh Persepsi Harga, Influencer, dan Konten Marketing Mie Lemonilo terhadap Persepsi Kualitas Produk oleh Gen Z di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Menurut WINA (World Instant Noodles Association) 2022, Indonesia menempati urutan kedua negara dengan tingkat konsumsi mie instan tertinggi dengan total konsumsi mencapai 14.260.000.000 bungkus per tahun. Salah satu merek mie instan yang ada di Indonesia adalah Mie Lemonilo. Lemonilo adalah sebuah brand dengan konsep gaya hidup sehat yang berasal dari Indonesia. Lemonilo menghasilkan berbagai produk tanpa bahan pengawet, pewarna, dan penguat rasa, salah satunya adalah Mie Lemonilo (Dewantara, 2022). Mie Lemonilo tidak termasuk dalam Top Brand Index Tracking 2021-2023 untuk kategori mie instan dalam kemasan. Artinya, Mie Lemonilo masih belum mampu menguasai pasar dengan baik. Menurut survei Compas pada tahun 2022, volume penjualan Mie Lemonilo di e-commerce pun masih terbilang rendah dibandingkan pesaingnya yaitu sebesar 6,3%. Tujuan dari penelitian ini yaitu untuk mengetahui hubungan antara variabel independen (persepsi harga, influencer, dan konten marketing) terhadap variabel dependent (persepsi kualitas produk). Penentuan lokasi penelitian dilakukan dengan sengaja yaitu Kota Malang. Penentuan sampel menggunakan pendekatan non-probability sampling, dengan menggunakan teknik penentuan sampel yaitu convenience sampling. Jumlah sampel ditentukan dengan rumus Lemeshow dengan total responden 130 orang. Data dikumpulkan menggunakan kuesioner online berupa Google Form. Metode analisis data yang digunakan adalah Analisis Statistik Deskriptif dan Analisis Structural Equation Modeling – Partial Least Square (SEM-PLS) dengan SmartPLS 4.0 yang terdiri dari outer model dan inner model, serta Pengujian Hipotesis. Hasil dari penelitian ini didapatkan bahwa: (1) Persepsi Harga terhadap Persepsi Kualitas memiliki nilai path coefficient 0,237; t-statistics 2,648; p-values 0,008, (2) Influencer terhadap Persepsi Kualitas memiliki nilai path coefficient 0,349; t-statistics 4,807; p-values 0,000, dan (3) Konten Marketing terhadap Persepsi Kualitas memiliki nilai path coefficient 0,374; t-statistics 5,262; p-values 0,000. Dengan demikian dapat disimpulkan bahwa Persepsi Harga, Influencer, dan Konten Marketing Mie Lemonilo memiliki pengaruh signifikan dan positif terhadap Persepsi Kualitas Produk.
English Abstract
According to WINA (World Instant Noodles Association) 2022, Indonesia ranks second in the world for the highest consumption of instant noodles, with a total consumption of 14,260,000,000 packets per year. One of the instant noodle brands in Indonesia is Lemonilo Noodle. Lemonilo is a brand with a healthy lifestyle concept originating from Indonesia. Lemonilo produces various products without preservatives, colorings, and flavor enhancers, including Lemonilo Noodles (Dewantara, 2022). Mie Lemonilo is not included in the Top Brand Index Tracking 2021-2023 for the packaged instant noodle category. This implies that Mie Lemonilo has not yet been able to dominate the market effectively. According to Compas survey in 2022, the sales volume of Lemonilo Noodles in e-commerce is still relatively low compared to its competitors, standing at 6.3%. The purposes of this research were to determine the relationship between independent variables (price perception, influencers, and marketing content) and the dependent variable (product quality perception). The research location was intentionally chosen as Malang City. Sample determination utilized a non-probability sampling approach, specifically the convenience sampling technique. The sample size was determined using the Lemeshow formula, with 130 respondents. Data was collected using an online questionnaire (Google Form). The data analysis methods used were Descriptive Statistical Analysis and Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis with SmartPLS 4.0 which consists of outer model, inner model, and Hypothesis Testing. The results of this research indicate that: (1) Price Perception on Product Quality Perception has a path coefficient value of 0.237; t-statistics 2.648; p-values 0.008, (2) Influencers on Product Quality Perception have a path coefficient value of 0.349; t-statistics 4.807; p-values 0.000, and (3) Marketing Content on Product Quality Perceptions has a path coefficient value of 0.374; t-statistics 5.262; p-values 0.000. Therefore, it can be concluded that Price Perception, Influencers, and Marketing Content of Lemonilo Noodles have a significant and positive effect on Product Quality Perception.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0524040248 |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 17 May 2024 07:03 |
| Last Modified: | 17 May 2024 07:03 |
| URI: | http://repository.ub.ac.id/id/eprint/219013 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
Puan Aulia Trisnamurti.pdf Restricted to Registered users only Download (5MB) |
Actions (login required)
 |
View Item |