PENGARUH CITRA MEREK DAN HARGA TERHADAP MINAT BELI SUSU NABATI

Abstract

Penelitian ini bertujuan menganalisis pengaruh citra merek dan persepsi harga terhadap minat beli susu nabati pada mahasiswa IPB University. Latar belakang penelitian ini didorong oleh meningkatnya tren konsumsi produk berbasis nabati yang dipersepsikan lebih sehat dan ramah lingkungan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner kepada 91 responden mahasiswa Fakultas Ekonomi dan Manajemen (FEM) serta Fakultas Ekologi Manusia (FEMA) angkatan 60 dan 61. Teknik pengambilan sampel menggunakan proportionate stratified sampling. Data dianalisis menggunakan metode analisis regresi linear berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa citra merek berpengaruh positif dan signifikan terhadap minat beli susu nabati. Selain itu, citra merek juga berpengaruh terhadap persepsi harga produk. Persepsi Harga terbukti memiliki pengaruh positif dan signifikan terhadap minat beli mahasiswa terhadap susu nabati. Temuan ini menunjukkan bahwa citra merek yang kuat dan persepsi harga yang dianggap sesuai dengan manfaat produk dapat meningkatkan minat beli konsumen muda terhadap produk susu nabati.

This study aims to analyze the influence of brand image and price on purchase intention toward plant-based milk among students of IPB University. The research is motivated by the increasing trend of plant-based product consumption, which is perceived as healthier and more environmentally friendly. This research employed a quantitative approach using a survey method through questionnaires distributed to 91 student respondents from the Faculty of Economics and Management (FEM) and the Faculty of Human Ecology (FEMA), cohorts 60 and 61. The sampling technique used was proportionate stratified sampling. Data were analyzed using multiple linear regression with the assistance of SPSS. The results indicate that brand image has a positive and significant effect on purchase intention for plant- based milk. Furthermore, brand image also influences consumers’ perception of price. Price was found to have a positive and significant effect on students’ purchase intention. These findings suggest that a strong brand image and a price perceived as appropriate to the product’s benefits can increase young consumers’ intention to purchase plant-based milk products.