Pengaruh Persepsi Harga, Persepsi Kualitas Produk, dan Kesadaran Kesehatan terhadap Keputusan Pembelian Minuman Oat

Abstract

Meningkatnya minat masyarakat terhadap produk pangan berbasis nabati mendorong perkembangan minuman oat sebagai alternatif pengganti susu sapi. Meskipun memiliki potensi pasar yang besar, konsumsi minuman oat di Indonesia masih relatif terbatas dibandingkan susu hewani. Oleh karena itu, diperlukan pemahaman mengenai faktor-faktor yang memengaruhi keputusan pembelian minuman oat. Penelitian ini bertujuan menganalisis pengaruh persepsi harga, persepsi kualitas produk, dan kesadaran kesehatan terhadap keputusan pembelian minuman oat di Jabodetabek. Penelitian ini mencakup 170 responden yang dipilih dengan teknik purposive sampling. Data dianalisis menggunakan analisis deskriptif serta Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa persepsi harga, persepsi kualitas produk, dan kesadaran kesehatan berpengaruh positif dan signifikan terhadap keputusan pembelian minuman oat. Pelaku usaha minuman oat disarankan untuk menjaga kesesuaian harga dengan kualitas dan manfaat produk sebagai upaya memengaruhi keputusan pembelian konsumen.

The increasing public interest in plant-based food products has driven the growth of oat beverages as an alternative to cow's milk. Despite their considerable market potential, the consumption of oat beverages in Indonesia remains relatively low compared to dairy milk. Therefore, it is important to understand the factors influencing consumers' purchase decisions regarding oat beverages. This study aimed to analyze the influence of price perception, product quality perception, and health consciousness on oat beverage purchase decisions in Jabodetabek. The study involved 170 respondents selected using a purposive sampling technique. The data were analyzed using descriptive analysis and Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that price perception, product quality perception, and health consciousness have a positive and significant influence on consumers purchase decisions for oat beverages. Therefore, oat beverage businesses are encouraged to maintain price levels that are consistent with the product's quality and perceived benefits in order to positively influence consumers' purchase decisions.