Pengaruh Gaya Hidup Sehat dan Citra Merek terhadap Preferensi Konsumen Minuman Ready to Drink (RTD)

Authors

  • Fahreza Megananda Universitas Negeri Surabaya
  • Sanaji Sanaji Universitas Negeri Surabaya

DOI:

https://doi.org/10.26740/jim.v9n4.p1613-1622

Keywords:

brand image, consumer preferences, healthy lifestyle, ready to drink

Abstract

This study examines and analyses the influence of a healthy lifestyle and brand image on consumer preferences for ready-to-drink. The population for this research is ready-to-drink (RTD) consumers, students from the State University of Surabaya on the Ketintang campus. The categories of ready-to-drink that became the research object were Coca-Cola Zero Sugar and The Botol Sosro Tawar. This study uses a quantitative approach with a sampling technique using a non-probability sampling method. The number of samples used by researchers in this study was 116 samples according to Machin and Champbell (1987). The statistic used is multiple linear regression with the help of IBM SPSS Statistics 25.0. The results show that a healthy lifestyle and brand image positively and significantly affect consumer preferences. Based on these results, "RTD" beverage manufacturers must pay attention to changes in consumer lifestyles that are healthier so that they can bring up innovations to meet consumer needs. In addition, it must also improve its brand image so that it can always be an option for consumers of "RTD" drinks.

References

Benny, B., & Nebu, C. (2020). Impact of brand image on consumer preference among youth. An Annual Interdisciplinary Journal of History, 6(4), 252–267.

Deil, S. (2014). Strategi Pemasaran Produk Asli RI ini Sukses Kalahkan Coca-cola. Www.Liputan6.Com.(https://www.liputan6.com/bisnis/read/796505/strategi-pemasaran-produk-asli-ri-ini-sukses-kalahkan-coca-cola, diakses pada 25 November 2021).

Garcia, T., Barrena, R., & Grande, I. (2013). The wine consumption preferences of young people: A Spanish case study. International Journal of Wine Business Research, 25(2), 94–107. https://doi.org/10.1108/IJWBR-2012-0007

Gochman, D. S. (1988). Health Behavior: Plural Perspectives. Health Behavior: Emerging Research Perspectives, 3–26.

Gratia, A. A., & Septiani, A. (2014). Pengaruh Gaya Hidup Sehat terhadap Psychological Well-Being dan Dampaknya pada Auditor KAP (Studi Empiris pada Auditor Kantor Akuntan Publik di Jawa Tengah Dan DIY). Diponegoro Journal of Accounting, 3(2), 120-131.

Haryanto, B., Febrianto, A., & Cahyono, E. (2019). Lifestyle and Consumer Preferences in Choosing Local or Foreign Brands: a Study of Consumer Behavior in Surakarta – Indonesia. Jurnal Manajemen Dan Kewirausahaan, 21(1), 74–88. https://doi.org/10.9744/jmk.21.1.74-88

Herdiana, T., & Alamsyah, D. (2017). Country of Origin Dan Citra Merek: Upaya Meningkatkan Minat Beli Konsumen. Jurnal Inspirasi Bisnis Dan Manajemen, 1(1), 31-40. https://doi.org/10.33603/jibm.v1i1.488

Indriantoro, N., & Supomo, B. (2009). Metodologi Penelitian Bisnis untuk Akuntansi dan Manajemen. (Edisi 1). Yogyakarta: BPFE

Jones, A., Norman, C. S., & Wier, B. (2010). Healthy lifestyle as a coping mechanism for role stress in public accounting. Behavioral Research in Accounting, 22(1), 21–41. https://doi.org/10.2308/bria.2010.22.1.21

Kavak, B., & Gumusluoglu, L. (2007). Segmenting food markets: The role of ethnocentrism and lifestyle in understanding purchasing intentions. International Journal of Market Research, 49(1), 71–94. https://doi.org/10.1177/147078530704900108

Kim, M. J., Lee, C. K., Kim, W. G., & Kim, J. M. (2013). Relationships between lifestyle of health and sustainability and healthy food choices for seniors. International Journal of Contemporary Hospitality Management, 25(4), 558–576. https://doi.org/10.1108/09596111311322925

Lanfranchi, M., Zirilli, A., Passantino, A., Alibrandi, A., & Giannetto, C. (2017). British Food Journal. British Food Journal Health Education British Food Journal, 119(12), 2945–2958.

Law, R., To, T., & Goh, C. (2008). How do Mainland Chinese travelers choose restaurants in Hong Kong?. An exploratory study of individual visit scheme travelers and packaged travelers. International Journal of Hospitality Management, 27(3), 346–354. https://doi.org/10.1016/j.ijhm.2007.10.004

Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. https://doi.org/10.1016/j.apmrv.2015.03.005

Neilsen. (2016). Whats in Our Foods and on Our Mind. Ingredient and Dining-out Trends around The World. https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/global-ingredient-and-out-of-home-dining-trends-aug-2016.pdf

Rahayu, E. /SWA M. (2017). Pameran HI SEA 2017 Dukung Industri Mamin Sehat _ SWA. Www.Swa.Co.Id. (https://swa.co.id/swa/trends/marketing/pameran-hi-sea-2017-dukung-industri-mamin-sehat, diakses pada 25 November 2021).

Rostanti, Q. (2016). Survei: Konsumen Indonesia Lebih Sadar Pola Makan Sehat | Republika Online. Www.Republika.Co.Id. (https://republika.co.id/berita/gaya-hidup/info-sehat/16/09/06/od39ce335-survei-konsumen-indonesia-lebih-sadar-pola-makan-sehat, diakses pada 30 Desember 2021).

Sari, A., Manumono, D., & Astuti, A. (2019). Preferensi Konsumen Dalam Membeli Buah Pisang. 3. (https://jurnal.ustjogja.ac.id/index.php/agritas/article/view/7174, diakses pada 30 Desember 2021).

Simamora, B. (2003). Membongkar kotak hitam konsumen. Jakarta; Tim Setter (Ed.). Jakarta: PT. Gramedia Pusaka Utama.

Sumarwan, U. (2011). Perilaku Konsumen: Teori Penerapannya Dalam Pemasaran. Edisi Kedua (2nd ed.). Bogor: Ghalia Indonesia.

Sunyoto, D. (2012). Konsep Dasar Riset Pemasaran dan Perilaku Konsumen 1st ed. Yogyakarta: CAPS.

Syarifah, E., Nurhasanah, E., & Sudrajat, A. (2018). Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Produk Batik Karawang. Jurnal Marketing, 2, 107–110. ejournal.bsi.ac.id

Welt, S. (2017). CEO Coca-Cola: ‘Kami Harus Bergerak Dengan Berani Dan Cepat’: Coca-Cola Indonesia. Www.Cocacola.Co.Id. (https://www.cocacola.co.id/cerita/kami-harus-bergerak-dengan-berani-dan-cepat, diakses pada 25 November 2021).

Winosa, Y. (2018, September). Berebut Manisnya Industri Minuman Dalam Kemasan. Www.Wartaekonomi.Co.Id. (https://www.wartaekonomi.co.id/read193618/berebut-manisnya-industri-minuman-teh-dalam-kemasan, diakses pada 30 Desember 2021).

Zucca, G., Smith, D. E., & Mitry, D. J. (2009). Sustainable viticulture and winery practices in California: What is it, and do customers care? International Journal of Wine Research, 1(1), 189–194. https://doi.org/10.2147/IJWR.S5788

Downloads

Published

2021-12-31

How to Cite

Megananda, F., & Sanaji, S. (2021). Pengaruh Gaya Hidup Sehat dan Citra Merek terhadap Preferensi Konsumen Minuman Ready to Drink (RTD). Jurnal Ilmu Manajemen, 9(4), 1613–1622. https://doi.org/10.26740/jim.v9n4.p1613-1622

Issue

Section

Artikel
Abstract View: 185