Pengaruh Awareness, Trial, Preference, Devotion dan Fanaticism Terhadap Repurchase Intention Produk Indomie Di Jabodetabek

Abstract

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.