The Effect of Perceived Quality of Processed Seaweed Beverages on Generation Z Purchase Decisions in West Java
Abstract
Pengembangan produk olahan rumput laut sebagai minuman siap konsumsi merupakan salah satu bentuk diversifikasi hasil laut yang berpotensi meningkatkan nilai tambah komoditas perikanan. Penelitian ini bertujuan untuk menganalisis pengaruh persepsi kualitas minuman olahan rumput laut STJ Fresh Healthy terhadap keputusan pembelian Generasi Z di Jawa Barat, serta menentukan aspek mutu yang perlu diprioritaskan. Penelitian ini menggunakan pendekatan kuantitatif, desain potong lintang, dan studi kasus terhadap 100 responden yang dipilih secara purposif. Persepsi kualitas dan keputusan pembelian masing-masing diukur melalui lima indikator berskala Likert. Data dianalisis menggunakan statistik deskriptif, uji validitas, reliabilitas, uji asumsi, dan regresi linear sederhana. Indikator persepsi kualitas dinyatakan valid (r = 0,861-0,907) dan reliabel (Cronbach's alpha = 0,939). Persepsi kualitas berpengaruh positif dan signifikan terhadap keputusan pembelian (B = 0,250; beta = 0,414; t = 4,504; p < 0,001) serta menjelaskan 17,1% dari variasi keputusan pembelian. Mutu bahan baku serta rasa dan konsistensi memperoleh penilaian tertinggi, sedangkan daya tahan memperoleh penilaian terendah. Standardisasi bahan dan proses, evaluasi sensori, serta pengujian masa simpan perlu diprioritaskan dalam pengembangan minuman olahan rumput laut.
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DOI: https://doi.org/10.21107/juvenil.v7i3.35489
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Published by: Department of Marine and Fisheries, Trunojoyo University of Madura