MEMPREDIKSI NIAT PEMBELIAN KEMBALI KONSUMEN PADA PRODUK KOPI NESCAFE

Authors

Hanan Aldi Rizqullah Universitas Muhammadiyah Purwokerto
Totok Haryanto Universitas Muhammadiyah Purwokerto

DOI:

Keywords:

Keyakinan Atribut Sensorik Konten, Nilai Utilitarian yang Dirasakan, Pensinyalan Harga, Konten Buatan Pengguna, Niat Ulang Perilaku

Abstract

Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang memengaruhi minat beli pada produk Nescafe. Penelitian menggunakan metode kuantitatif dengan pengumpulan data primer melalui survei kepada 159 responden dan untuk responden yaitu umum. Data dianalisis menggunakan IBM SPSS Statistik 26. Hasil penelitian menunjukkan bahwa Content Sensory Attribute Beliefs (CSAB) dan Price Signaling (PS) berpengaruh positif signifikan terhadap Behavioral Re-itention (BRI), karena konsumen lebih mempertimbangkan kualitas sensorik produk serta kejelasan harga dalam memutuskan pembelian ulang. Sementara itu, Perceived Utilitarian Value (PUV) tidak berpengaruh signifikan karena konsumen lebih menekankan faktor rasa dan pengalaman emosional daripada nilai fungsional. Demikian pula, User-Generated Content (UGC) tidak memberikan pengaruh signifikan karena konsumen lebih percaya pada pengalaman pribadi dibandingkan ulasan pengguna lain.

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