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Analisis Faktor-Faktor Pada Perilaku Pembelian Konsumen Terhadap Produk Makanan dan Minuman Lokal di Kota Surabaya | Setioningtyas | Jurnal Studi Manajemen dan Bisnis

Analisis Faktor-Faktor Pada Perilaku Pembelian Konsumen Terhadap Produk Makanan dan Minuman Lokal di Kota Surabaya

Widhayani Puri Setioningtyas, Sutama Wisnu

Abstract


Surabaya merupakan kota terbesar kedua di Indonesia yang memiliki respon serta perkembangan yang baik terhadap industri perdagangan khususnya dalam bidangmakanan dan minuman. Kondisi tersebut ditunjukkan dengan banyaknya produsen atau pengusaha lokal yang memproduksi berbagai macam makanan dan minuman baru sehingga memicu peningkatan persaingan pada industri tersebut.Tak heran jika berbagai cara dilakukan oleh produsen untuk menawarkan produknya agar dapat menarik minat beli konsumen. Namun tingginya persaingan menyebabkan banyak produk tidak dapat berkembang maupun bertahan di pasaran. Selan jutnya terdapat beberapa faktor yang diketahui mampu memberikan pengaruh pada perilaku pembelian konsumen terhadap produk makanan dan minuman lokal antara lain, yaitu : (a) Aktualitas produk, (b) Kualitas dan Masalah Kesehatan, (c) Penampilan Produk, (d) Kesegaran dan Rasa, (e) Rasa Ingin Tahu dan Gengsi. Berikutnya variabel terikat yakni Perilaku Pembelian Konsumen merupakan faktor terpenting yang harus diraih oleh produsen agardapat mempertahankan eksistensi serta mengembangkan produknya dalam pasar di Kota Surabaya.

Objek penelitian yang digunakan dalam penelitian ini adalah konsumen yang gemar atau berulangkali membeli produk makanan dan minuman lokal di Kota Surabaya. Tahap berikutnya adalah analisis data dengan menggunakan analisis regresi linier multiple dengan instrumen kuesioner.


Keywords


Perilaku Pembelian Konsumen, Aktualitas Produk, Kualitas dan Masalah Kesehatan, Penampilan Produk, Kesegaran dan Rasa, Rasa Ingin Tau dan Gengsi, Produk Makanan dan Minuman Lokal.

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DOI: https://doi.org/10.21107/jsmb.v4i2.6596

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Jurnal Studi Manajemen dan Bisnis by Universitas Trunojoyo Madura is licensed under a Creative Commons Attribution 4.0 International License.