Daya Tarik Promosi, Harga Dan Kualitas Produk Dimediasi Preferensi Konsumen Terhadap Minat Beli Minuman Thai Tea Di Kota Makassar

Abstract

Penelitian dirancang untuk menganalisis, menginterpretasi dan mengetahui : 1) Pengaruh daya tarik promosi pada preferensi konsumen; 2) Pengaruh harga pada preferensi konsumen; 3) Pengaruh kualitas produk pada preferensi konsumen; 4) Pengaruh daya tarik promosi secara langsung pada minat beli konsumen maupun melalui mediasi preferensi konsumen; 5) Pengaruh harga secara langsung pada minat beli konsumen maupun melalui mediasi preferensi konsumen; 6) Pengaruh kualitas produk secara langsung pada minat beli konsumen maupun melalui mediasi preferensi konsumen; 7) Pengaruh preferensi konsumen pada minat beli konsumen. Populasi penelitian tidak diketahui jumlahnya sehingga peneliti menggunakan rumus Lemeshow sehingga diperoleh 96 sampel. Penelitian dianalisis dengan bantuan software SPSS & SmartPLS3. Kesimpulannya : 1) Daya tarik promosi berpengaruh pada preferensi konsumen; 2) Harga berpengaruh pada preferensi konsumen; 3) Kualitas produk berpengaruh pada preferensi konsumen; 4) Daya tarik promosi berpengaruh langsung pada minat beli konsumen maupun melalui mediasi preferensi konsumen; 5) Harga berpengaruh langsung pada minat beli konsumen maupun melalui mediasi preferensi konsumen; 6) Kualitas produk berpengaruh langsung pada minat beli konsumen maupun melalui mediasi preferensi konsumen; 7) Kualitas produk berpengaruh pada preferensi konsumen. The study was designed to analyze, interpret and determine: 1) the effect of promotional attractiveness on consumer preferences; 2) The effect of price on consumer preferences; 3) The effect of product quality on consumer preferences; 4) The influence of promotional attractiveness directly on consumer buying interest or through mediation of consumer preferences; 5) The direct influence of price on consumer buying interest or through mediation of consumer preferences; 6) The influence of product quality directly on consumer buying interest or through mediation of consumer preferences; 7) The level of consumer preference on consumer buying interest. The number of the research population is unknown, so the researchers used the Lemeshow formula to obtain 96 samples. Research analysis with the help of SPSS & SmartPLS3 software. In conclusion: 1) Promotional attractiveness affects consumer preferences; 2) Price has an effect on consumer preferences; 3) Product quality has an effect on consumer preferences; 4) Promotional attractiveness has a direct effect on consumer buying interest as well as through mediation of consumer preferences; 5) Price has a direct effect on consumer buying interest as well as through mediation of consumer preferences; 6) Product quality has a direct effect on consumer buying interest as well as through mediation of consumer preferences; 7) Product quality has an effect on consumer preferences.

Analysis of the Influence of Brand Equity Elements on Consumers Purchase Intention of Packaged Tea Products

“…West Java, specifically the Priangan area, is a production center. Because it is becoming increasingly popular, tea has become one of the commodities that, until now, has produced tea drinks, both abroad and in Indonesia (Manglo et al, 2021).…”