FAKTOR-FAKTOR YANG DIPERTIMBANGKAN KONSUMEN DALAM MENGKONSUMSI TEH HIJAU DALAM KEMASAN

Hariyanto - -, Syafrizal - -

Abstract


Penelitian ini bertujuan untuk mengetahui dan menganalisis pertimbanganmanfaat kesehatan, pertimbangan persepsi kualitas, pertimbangan kepercayaan, persepsi harga, pertimbangan merek, dan pertimbangan promosi terhadap keputusan mengkonsumsi teh hijau dalam kemasan.Penelitian yang digunakan adalah kausatif dengan populasi terdiri dari seluruhkonsumen yang mengkonsumsi teh hijau dalam kemasan di Kota Padang dan teknik pengambilan sampel yang digunakan adalah purposive samplingyaitu responden yang pernah meminumteh hijau dalam kemasan sebanyak 160 orang sesuai dengan kriteria di atas. Penelitian ini menggunakan analisis regresi linier berganda sehingga diperoleh hasil penelitian yaitu pertimbangan manfaat kesehatan, pertimbangan persepsi kualitas, pertimbangan kepercayaan, persepsi harga, pertimbangan merek, dan pertimbangan promosi berpengaruh signifikan terhadap keputusan mengkonsumsi teh hijau dalam kemasan pada Konsumen di Kota Padang.

Keywords


Manfaat Kesehatan, Persepsi Kualitas, Pertimbangan,Kepercayaan, Persepsi Harga, Pertimbangan Merek, Promosi dan Keputusan Konsumsi

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DOI: http://dx.doi.org/10.36467/makro.2020.05.01.05

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