Pengaruh Awareness, Trial, Preference, Devotion dan Fanaticism Terhadap Repurchase Intention Produk Indomie Di Jabodetabek
Date
2023Author
Qital, Dari Aulia
Munandar, Jono M
Aidi, Muhammad Nur
Metadata
Show full item recordAbstract
Kantar Worldpanel Indonesia juga menjelaskan bahwa makanan instan
sekarang ini sudah menjadi gaya hidup masyarakat moderen di Indonesia bahkan
di kancah internasional, karena selain harganya terjangkau, makanan instan mudah
diolah, cepat dan praktis, tahan lama, serta rasanya enak dan memiliki banyak
varian rasa. Menurut World Instant Noodles Association (WINA), pada tahun 2020,
Indonesia menempati posisi kedua sebagai negara dengan konsumsi mi instan
terbanyak di dunia. Hasil survei Pengeluaran untuk Konsumsi Penduduk Indonesia
oleh Badan Pusat Statistik (BPS) pada Maret 2021 menunjukkan, penduduk
Indonesia mengkonsumsi 48 bungkus mi instan dalam setahun atau total seluruh
Indonesia mencapai 13,2 miliar bungkus. Menurut Data Fast Moving Customer
Goods (FMCG) tahun 2020 mengenai produk yang paling banyak dibeli
masyarakat Indonesia. Indomie menempati urutan pertama dengan jumlah 2.190
juta. Tujuan dari penelitian ini adalah untuk menganalisis tingkat dan pengaruh
awareness, trial, preference, devotion dan fanaticism pelanggan Indomie di
Jabodetabek. Penelitian dilakukan dengan menggunakan kuesioner online yang
diberikan kepada responden yang merupakan konsumen produk Indomie di
Jabodetabek. Berdasarkan analisis deskriptif konsumen Indomie di Jabodetabek,
bahwa tingkat variabel awareness, trial, preference dan repurchase intention di
penelitian ini memiliki nilai yang tinggi. Tingkat variabel devotion mendapatkan
penilaian cukup tinggi. Tingkat variabel fanaticism mendapatkan penilaian cukup
rendah. Tingkat variabel purchase intention dan purchase decision mendapatkan
penilaian cukup tinggi. Hasil penelitian menunjukkan bahwa awareness dan trial
berpengaruh positif terhadap purchase intention dan purchase decision. Preference
berpengaruh positif terhadap purchase intention dan repurchase intention. Variabel
devotion berpengaruh positif terhadap purchase decision. Sedangkan fanaticism
berpengaruh positif terhadap repurchase intention. Variabel independen yang
memiliki pengaruh yang positif dan paling signifikan terhadap purchase intention
adalah preference dan variabel independen yang memiliki pengaruh paling
signifikan terhadap purchase decision adalah awareness. Variabel independen yang
memiliki pengaruh paling signifikan terhadap repurchase intention adalah
preference. Sedangkan, variabel preference dan fanaticism tidak berpengaruh
terhadap purchase decision dan variabel devotion tidak berpengaruh terhadap
repurchase intention. Kantar Worldpanel Indonesia also explained that instant food has now
become a lifestyle for modern society in Indonesia and even internationally,
because apart from being affordable, instant food is easy to prepare, fast and
practical, durable, tastes good and has many flavors. According to the World Instant
Noodles Association (WINA), in 2020, Indonesia is in second place as the country
with the most consumption of instant noodles in the world. The results of the
Expenditure Survey for Consumption of the Indonesian Population by the Central
Statistics Agency (BPS) in March 2021 show that the Indonesian population
consumes 48 packs of instant noodles in a year or a total of 13.2 billion packs
throughout Indonesia. According to the 2020 Fast Moving Customer Goods
(FMCG) data regarding the products that most Indonesians buy. Indomie ranks first
with a total of 2,190 million. The purpose of this research is to analyze the level and
influence of awareness, trial, preference, dedication and fanaticism of Indomie
customers in Jabodetabek. The research was conducted using an online
questionnaire given to respondents who are consumers of Indomie products in
Jabodetabek. Based on a descriptive analysis of Indomie consumers in Jabodetabek,
the level of awareness is very good, the level of trial is good, the level of liking is
good, the level of dedication and fanaticism tends to be quite good. As for purchase
intention, purchase decision and repurchase intention are included in the fairly good
criteria. Judging from the results of hypothesis testing, it is known that awareness
and trial have a positive effect on purchase intention and purchase decision.
Preference has a positive effect on purchase intention and repurchase intention. The
devotion variable has a positive effect on purchase decisions. Meanwhile,
fanaticism has a positive effect on repurchase intention. The independent variable
that has the most significant and positive influence on purchase intention is
preference and the independent variable that has the most significant influence on
purchase decision is awareness. The independent variable that has the most
significant effect on repurchase intention is preference. Meanwhile, preference and
fanaticism variables have no effect on purchase decision and devotion variable has
no effect on repurchase intention.
Collections
- MT - Economic and Management [2960]