Pengaruh Perceived Quality, Social Influence, dan Perceived Price terhadap Purchase Intention Suplemen Whey Protein

Abstract

Meningkatnya kesadaran masyarakat terhadap gaya hidup sehat dan kebugaran mendorong pertumbuhan konsumsi suplemen whey protein di Indonesia. Tingginya persaingan antar merek membuat perusahaan perlu memahami faktor yang memengaruhi purchase intention konsumen. Penelitian ini bertujuan menganalisis pengaruh perceived quality, social influence, dan perceived price terhadap purchase intention suplemen whey protein di Jabodetabek, serta memberikan implikasi manajerial berdasarkan hasil penelitian. Penelitian ini dilaksanakan pada bulan Desember 2025 hingga Juni 2026. Data dikumpulkan dari 225 responden dan dianalisis menggunakan metode SEM-PLS. Hasil penelitian menunjukkan bahwa perceived quality, social influence, dan perceived price berpengaruh positif dan signifikan terhadap purchase intention, dengan social influence sebagai variabel yang paling dominan. Temuan penelitian ini memberikan wawasan strategis bagi perusahaan whey protein dalam menyusun strategi pemasaran melalui peningkatan kualitas produk, penetapan harga yang sesuai, dan optimalisasi pengaruh sosial untuk meningkatkan minat beli konsumen.

Growing public awareness of healthy lifestyles and fitness is driving the growth of whey protein supplement consumption in Indonesia. Fierce competition among brands makes it necessary for companies to understand the factors that influence consumer purchase intentions. This study aims to analyze the influence of perceived quality, social influence, and perceived price on the purchase intention of whey protein supplements in the Greater Jakarta area, as well as to provide managerial implications based on the research findings. This study was conducted from December 2025 to June 2026. Data were collected from 225 respondents and analyzed using the SEM-PLS method. The results indicate that perceived quality, social influence, and perceived price have a positive and significant effect on purchase intention, with social influence being the most dominant variable. These findings provide strategic insights for whey protein companies in developing marketing strategies through product quality improvement, appropriate pricing, and the optimization of social influence to increase consumer purchase interest.