Pengaruh Citra Merek, Kesadaran Merek, Serta Sikap Konsumen Terhadap Niat Beli Minuman Kesehatan Pada Generasi Z Di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Gagola, Aprilia W
Subject
650 - 659 MANAGEMENT & PUBLIC RELATIONS
Datestamp
2024-04-29 07:16:08
Abstract :
This research aims to test and analyze the influence of brand image, brand awareness and consumer attitudes on the intention to purchase health drinks among generation Z in Surabaya. The research population used was people aged 10-25 years who lived in Surabaya. The research sample used was 130 people who were collected using online survey techniques and selected using purposive sampling techniques. The analysis technique used is descriptive analysis and inferential statistical analysis using SPSS program tools. The results of this research show that brand image, brand awareness and consumer attitudes have a significant positive influence on the intention to purchase health drinks among generation Z in Surabaya. The results of this research can be utilized by health drink companies to consider further expanding product distribution to small and remote areas that have large market opportunities, as well as carrying out electronic media promotions to better introduce their products to the public by emphasizing the positive things about consuming health products. Apart from that, innovation in taste and packaging form can also be considered to make it more attractive to customers.
This research aims to test and analyze the influence of brand image, brand awareness and consumer attitudes on the intention to purchase health drinks among generation Z in Surabaya. The research population used was people aged 10-25 years who lived in Surabaya. The research sample used was 130 people who were collected using online survey techniques and selected using purposive sampling techniques. The analysis technique used is descriptive analysis and inferential statistical analysis using SPSS program tools. The results of this research show that brand image, brand awareness and consumer attitudes have a significant positive influence on the intention to purchase health drinks among generation Z in Surabaya. The results of this research can be utilized by health drink companies to consider further expanding product distribution to small and remote areas that have large market opportunities, as well as carrying out electronic media promotions to better introduce their products to the public by emphasizing the positive things about consuming health products. Apart from that, innovation in taste and packaging form can also be considered to make it more attractive to customers.
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