The PERILAKU KONSUMEN GULA PASIR: KETERKAITANNYA DENGAN PENGETAHUAN LABEL, BAURAN PEMASARAN, DAN KESADARAN MEREK

Lyra Majasoka; Ujang Sumarwan; Istiqlaliyah Muflikhati

doi:10.24156/jikk.2020.13.3.289

Lyra Majasoka IPB University
Ujang Sumarwan IPB University
Istiqlaliyah Muflikhati IPB University

DOI: https://doi.org/10.24156/jikk.2020.13.3.289

Abstract

Pada awalnya produk gula dipasarkan tanpa merek, namun seiring dengan perkembangan industri gula, merek menjadi value added untuk melakukan penjualan. Pemberian brand oleh perusahaan ritel di Indonesia berdampak pada perubahan perilaku pembelian konsumen. Tujuan dari penelitian ini yaitu mengidentifikasi dan menganalisis pengaruh antara variabel pengetahuan konsumen tentang label, brand awareness, dan bauran pemasaran dengan perilaku pembelian produk gula pasir. Penelitian ini melibatkan 200 ibu rumah tangga sebagai responden penelitian. Teknik sampling yang digunakan dalam penelitian ini adalah purposive sampling. Analisis data yang digunakan dalam penelitian ini yaitu analisis deskriptif dan analisis Structural Equation Modeling (SEM-PLS). Hasil penelitian menunjukkan bahwa tingkat pengetahuan konsumen tentang label berada pada kategori rendah (60%). Hasil dari analisis SEM-PLS menunjukkan bahwa hanya elemen produk pada variabel bauran pemasaran yang memiliki pengaruh signifikan terhadap brand awareness dan perilaku pembelian. Bauran pemasaran (elemen produk) memiliki pengaruh terhadap perilaku pembelian konsumen gula pasir pada atribut kualitas, kemasan, dan merek.

Author Biographies

Lyra Majasoka, IPB University

Sekolah Bisnis, IPB University, Terakreditasi A

Ujang Sumarwan, IPB University

Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University, Terakreditasi A

Istiqlaliyah Muflikhati, IPB University

Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University, Terakreditasi A

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