Pengaruh brand image, perceived price, dan brand awareness terhadap purchase intention produk teh siap saji pada modern trade di Jabodetabek
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Abstract
Tea is a popular drink in Indonesia. The popularity can be seen from the increasing number of SMEs who are selling ready-to-drink tea. However, the performance of the tea industry in Indonesia has been stagnant. Therefore, tea company needs to analyze factors affecting customer’s intention to purchase tea. This study aims to determine the effect of brand image, price perception, and brand awareness on customer’s intention to purchase a ready-to-drink tea product in modern trade in Jabodetabek. This study collected data from 127 respondents who are customers of a ready-to-drink tea product in modern trade in Jabodetabek by distributing questionnaires online. The data was analyzed with Partial Least Square-Structural Equation Modeling (PLS-SEM). The results suggested that brand image, price perception, and brand awareness have a positive and significant effect on purchase intention. Based on the results, this study suggests the company optimize the brand image by maintaining the consistency of the products, maintaining the price comparison with the volume of products (perceived price), and continuing the unique advertising conducted in the early stage of the product introduction to increase brand awareness as well as increasing customer’s intention to purchase the product.
Teh telah menjadi produk yang populer di Indonesia. Popularitas tersebut ditunjukkan melalui jumlah UMKM yang menjual produk teh siap saji. Namun, kinerja industri teh di Indonesia justru bersifat stagnan. Oleh sebab itu, perusahaan teh perlu mempelajari faktor-faktor yang berpengaruh terhadap intensi pelanggan untuk membeli teh. Penelitian ini bertujuan untuk mengetahui pengaruh citra merek, persepsi harga, dan kesadaran merek terhadap intensi pelanggan untuk membeli teh siap saji di pasar modern di Jabodetabek. Penelitian ini mengumpulkan data dari 127 responden yang merupakan pelanggan teh siap saji di pasar modern di Jabodetabek dengan menyebarkan kuesioner secara daring. Data tersebut dianalisis dengan metode Pemodelan Persamaan Struktural Kuadrat Terkecil Parsial (PLS-SEM). Penelitian ini menunjukkan bahwa citra merek, persepsi harga, dan kesadaran merek berpengaruh positif dan signifikan terhadap niat beli. Berdasarkan hasil tersebut, penelitian ini menyarankan perusahaan teh untuk mengoptimalkan citra merek dengan menjaga konsistensi produk, mempertahankan perbandingan harga dengan volume produk yang ditawarkan (harga yang dirasakan), dan melanjutkan periklanan unik yang dilakukan pada tahap awal perkenalan produk untuk meningkatkan kesadaran merek dalam rangka meningkatkan niat beli.
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