Faktor-faktor yang Memengaruhi Keputusan Konsumen Milenial dalam Membeli Jeruk Segar di Masa Pandemi Covid-19

Abstract

Kondisi pandemi Covid-19 menyebabkan tingkat partisipasi konsumsi jeruk oleh rumah tangga tertinggi namun besarnya konsumsi jeruk lebih rendah daripada tahun sebelumnya. Generasi milenial memiliki peluang berkontribusi terhadap konsumsi jeruk tersebut. Penelitian ini bertujuan untuk menganalisis karakteristik konsumen jeruk milenial dan nonmilenial, proses keputusan pembeliannya, dan faktor-faktor yang memengaruhi keputusan konsumen milenial membeli jeruk segar kembali di masa pandemi Covid-19. Data dikumpulkan dengan metode purposive sampling dan quota sampling maka diperoleh 267 responden. Metode analisis yang digunakan yaitu analisis dekriptif, uji chi square, dan uji regresi logistik. Hasil penelitian menunjukkan karakteristik dan keputusan konsumen milenial dan nonmilenial membeli jeruk segar di masa pandemi Covid-19 hampir tidak ada perbedaan karena generasi nonmilenial sebagian besar adalah generasi Z yang tahun kelahirannya dekat dengan generasi milenial. Faktor-faktor yang memengaruhi konsumen milenial membeli jeruk segar kembali di masa pandemi Covid-19 yaitu motif membeli jeruk dan sikap terhadap jeruk segar.

The Covid-19 pandemic condition caused the orange consumption participation rate by households become the highest, but the oranges consumption was lower than the previous year. The millennial generation has the opportunity to contribute the oranges consumption. This study aims to analyze the characteristics of millennial and nonmillennial oranges consumers, their purchasing decision processes, and the factors that influence millennial consumers to repurchase fresh oranges during the Covid-19 pandemic. Data were collected by purposive sampling and quota sampling methods, so that 267 respondents were obtained. The analytical method used are descriptive analysis, chi-square test, and logistic regression test. The results of the study show that the characteristics and decisions of millennial and nonmillennial consumers purchase fresh oranges during the Covid-19 pandemic are almost undifferent because the nonmillennial generation is mostly generation Z whose birth year is close with millennial generation. The factors that influence millennial consumers repurchase fresh oranges during pandemic are the motive for buying oranges and attitudes towards fresh oranges.