ANALISIS FAKTOR PENGARUH PREFERENSI KONSUMEN TERHADAP PRODUK SUSU UHT DI KOTA SEMARANG
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Tafshiila, Affiyatut
Subject
H Social Sciences (General)
Datestamp
2024-03-24 04:04:01
Abstract :
Milk is a food ingredient with complete nutritional content so that its presence is a balanced nutritional combination for the body. Consumer preferences for UHT milk can be determined from quality, health awareness, price, product availability and consumer income. This research aims to analyze the factors that influence consumer preferences for UHT milk in Semarang City. The research used an online questionnaire which was distributed to the people of Semarang City and then the data was processed using the Smart PLS application. The research results show that health awareness, price and availability have a significant influence on consumer preferences for UHT milk, while product quality does not directly influence consumer preferences. In addition, income moderates the influence of price and availability on consumer preferences, but does not moderate quality and health awareness on consumer preferences for UHT milk. This research provides information regarding the factors that influence consumer preferences for UHT milk products in Semarang City. The limitations of the research lie in its geographical location so it cannot be generalized to other regions.
Milk is a food ingredient with complete nutritional content so that its presence is a balanced nutritional combination for the body. Consumer preferences for UHT milk can be determined from quality, health awareness, price, product availability and consumer income. This research aims to analyze the factors that influence consumer preferences for UHT milk in Semarang City. The research used an online questionnaire which was distributed to the people of Semarang City and then the data was processed using the Smart PLS application. The research results show that health awareness, price and availability have a significant influence on consumer preferences for UHT milk, while product quality does not directly influence consumer preferences. In addition, income moderates the influence of price and availability on consumer preferences, but does not moderate quality and health awareness on consumer preferences for UHT milk. This research provides information regarding the factors that influence consumer preferences for UHT milk products in Semarang City. The limitations of the research lie in its geographical location so it cannot be generalized to other regions.
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