Pengaruh Iklan, Kualitas Produk, dan Review Konsumen terhadap Minat Beli Brand Chagee
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Abstract
Pertumbuhan pesat media digital mendorong pelaku usaha untuk terus mengembangkan strategi inovatif guna menarik dan mempertahankan konsumen. Chagee merupakan salah satu brand teh susu premium yang semakin populer di Indonesia, khususnya di kalangan konsumen muda yang aktif menggunakan media sosial sebagai sumber utama informasi produk. Tujuan dari penelitian ini adalah untuk menganalisis hubungan antara iklan di media sosial, kualitas produk, review konsumen, dan minat beli. Penelitian ini melibatkan 100 responden yang telah membeli produk teh susu Chagee di Jakarta. Metode pengambilan sampel yang digunakan adalah convenience sampling, dan data dikumpulkan melalui kuesioner online. Analisis data dilakukan menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa iklan di media sosial dan review konsumen berpengaruh positif dan signifikan terhadap minat beli, sedangkan kualitas produk tidak berpengaruh signifikan terhadap minat beli. Selain itu, iklan di media sosial merupakan faktor yang paling dominan dalam memengaruhi minat beli konsumen terhadap produk teh susu Chagee.
The rapid growth of digital media encourages businesses to continuously develop innovative strategies in order to attract and retain consumers. Chagee is one of the premium milk tea brands that has become increasingly popular in Indonesia, particularly among young consumers who actively use social media as their primary reference for product information. The purpose of this study is to examine the relationship between social media advertising, product quality, consumer reviews, and purchase intention. This study involved 100 respondents who had purchased Chagee milk tea products in Jakarta. The sampling method used was convenience sampling, and the data were collected through an online questionnaire. The data were analyzed using PLS-SEM. The results indicate that social media advertising and consumer reviews have a positive and significant influence on purchase intention, while product quality does not have a significant effect on purchase intention. In addition, social media advertising is identified as the most dominant factor influencing consumers’ purchase intention toward Chagee milk tea products
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