Purchase Intention Produk Frozen Food Berdasarkan Perceived Quality Dan Price Fairness
DOI:
https://doi.org/10.15642/manova.v4i1.382Keywords:
Frozen Food, Perceived Quality, Price Fairness, Purchase IntentionAbstract
Penelitian ini bertujuan untuk menguji pengaruh persepsi kualitas (Perceived Quality) dan kewajaran harga (Price Fairness) terhadap minat beli (Purchase Intention) pada produk frozen food. Populasi dari penelitian ini adalah konsumen yang berada di Surabaya. Sampel dari penelitian adalah 60 orang konsumen yang pernah melakukan pembelian frozen food. Metode penelitian yang digunakan adalah kuantitatif dengan teknik Analisa statistika yang digunakan dalam penelitian adalah SEM-PLS (Structural Equation Modeling-Partial Least Square). Hasil penelitian menunjukkan bahwa terdapat hubungan/pengaruh positif antara perceived quality dengan price fairness dan perceived quality dengan purchase intention, sedangkan tidak ada hubungan/pengaruh antara price fairness dan purchase intention. Pengaruh yang paling kuat adalah perceived quality terhadap price fairness. Sehingga konsumen menilai perceived quality merupakan hal yang penting bagi produk frozen food dan minat beli konsumen terhadap produk frozen food tidak ditentukan oleh price fairness.
Keywords: Covid 19; Frozen Food; Perceived Quality; Price Fairness; Purchase Intention
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Copyright (c) 2021 Wildan Radista Wicaksana, Bella Paramastri, Helmina Ardyanfitri
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