The Relationship of Consumer Economic Situation, Consumer Perceived Value, Consumer Trust, Purchasing Intention and Consumer Loyalty of Indomie: Case of Millennials in Jabodetabek in Survey 2019
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Institusion
Sekolah Tinggi Manajemen Ipmi
Author
Bahroeny, Daviandrie Andika
Subject
HB Economic Theory
Datestamp
2020-08-31 07:31:36
Abstract :
Instant Noodles are very popular in Indonesia. Those who have visited a supermarket or minimarket in Indonesia must have come across relatively big-sized section that is devoted to all sorts of instant noodle products. Those who have ever stood in line to pay at the local Indonesian supermarket may have noticed that there are a lot of instant noodle commercials on Indonesian tv. Since its introduction to the Indonesian market around 50 years ago, instant noodles have become part of the Indonesian diet. Originally it was primarily known as a snack. For example, when hungry late at night or when coming home after a tiring day, Indonesians opened and prepared an instant noodle package. However, nowadays instant noodles are increasingly used to replace lunch or dinner. Not seldom, people add some ingredients such as boiled eggs, vegetables and meatballs to their instant noodles to make it a more complete meal. The objective of this study is to investigate further the development of customer loyalty of Indomie instant noodles among millenials in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) area. The study uses quantitative methods, specifically SEM (Structural Equation Modelling) method and survey or questionnaires. In total, 100 consumers of Indomie noodles in Jabodetabek area were given opinion questions regarding consuming Indomie and their response was collected through an online survey. The findings reveal that Economic Condition and Perceived Value has a direct positive effect on Customer Trust. As a consequence, consumer trust drives more Purchasing Intention with repeating purchasing intention it builds customer loyalty. Keywords: Customer Loyalty, Purchasing Intenion, Consumer Trust, Perceived Value, Economic Condition.
Instant Noodles are very popular in Indonesia. Those who have visited a supermarket or minimarket in Indonesia must have come across relatively big-sized section that is devoted to all sorts of instant noodle products. Those who have ever stood in line to pay at the local Indonesian supermarket may have noticed that there are a lot of instant noodle commercials on Indonesian tv. Since its introduction to the Indonesian market around 50 years ago, instant noodles have become part of the Indonesian diet. Originally it was primarily known as a snack. For example, when hungry late at night or when coming home after a tiring day, Indonesians opened and prepared an instant noodle package. However, nowadays instant noodles are increasingly used to replace lunch or dinner. Not seldom, people add some ingredients such as boiled eggs, vegetables and meatballs to their instant noodles to make it a more complete meal. The objective of this study is to investigate further the development of customer loyalty of Indomie instant noodles among millenials in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) area. The study uses quantitative methods, specifically SEM (Structural Equation Modelling) method and survey or questionnaires. In total, 100 consumers of Indomie noodles in Jabodetabek area were given opinion questions regarding consuming Indomie and their response was collected through an online survey. The findings reveal that Economic Condition and Perceived Value has a direct positive effect on Customer Trust. As a consequence, consumer trust drives more Purchasing Intention with repeating purchasing intention it builds customer loyalty. Keywords: Customer Loyalty, Purchasing Intenion, Consumer Trust, Perceived Value, Economic Condition.
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