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All Journal Bisma: Jurnal Bisnis dan Manajemen Jurnal Bisnis dan Akuntansi
TRI MAYANG MEKAR
Universitas Mercu Buana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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PERSEPSI DAN SIKAP TERHADAP KEPUTUSAN PEMBELIAN PRODUK PANGAN FUNGSIONAL PADA GENERASI MILENIAL DEWI NUSRANINGRUM; TRI MAYANG MEKAR; SEKAR WULAN PRASETYANINGTYAS
Jurnal Bisnis dan Akuntansi Vol 23 No 1 (2021): Jurnal Bisnis dan Akuntansi
Publisher : Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34208/jba.v23i1.767

Abstract

Functional food consumption is one of the trends in the World food market industry, along with increasing public awareness for healthy living. But the market share of functional food is still very small when compared to the food and beverage market as a whole. The study aims to determine how the perception and attitude of millennials influence the consumption of functional food. Data retrieval is done by using online poll to 110 respondents aged 13 to 32 years residing in the area of Jakarta, Bogor, Depok and Tangerang. Data analysis techniques using Structural Equation Modeling. Testing proved that the consumer perception of millennials gave a positive and significant influence on the purchasing decisions of functional food. Millennials have the perception that functional food is attractive, and in the act, they want functional food to be a part of consumption. By knowing how perception and attitude influence purchasing decisions, it is hoped to help the industry to devise the right business strategy.
ANALISIS PENGARUH PEMASARAN HIJAU TERHADAP CITRA MEREK DAN KEPUTUSAN PEMBELIAN AQUA DAN LE MINERALE Dewi Nusraningrum; Tri Mayang Mekar; Jajang Gunawijaya
BISMA: Jurnal Bisnis dan Manajemen Vol 15 No 3 (2021)
Publisher : Jurusan Manajemen Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19184/bisma.v15i3.24353

Abstract

The growing environmental damage is the reason for the need for green marketing as a marketing strategy that supports the environment by creating environmental benefits based on consumers' expectations. Green marketing can be done by manipulating the four marketing mix elements to sell products and services offered from environmental conservation benefits derived from waste reduction, increased energy efficiency, and reduced toxic emissions. This study analyzes the effect of green marketing on brand image and purchasing decisions. The population of this study was consumers in Jakarta. Questionnaires were distributed online to 180 respondents reached by researchers. The data obtained is processed by using SmartPLS. The results show that green marketing has a positive and significant effect on brand image and purchasing decisions. Moreover, the brand image positively affects purchasing decisions.
PERSEPSI DAN SIKAP TERHADAP KEPUTUSAN PEMBELIAN PRODUK PANGAN FUNGSIONAL PADA GENERASI MILENIAL DEWI NUSRANINGRUM; TRI MAYANG MEKAR; SEKAR WULAN PRASETYANINGTYAS
Jurnal Bisnis dan Akuntansi Vol. 23 No. 1 (2021): Jurnal Bisnis dan Akuntansi
Publisher : Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34208/jba.v23i1.767

Abstract

Functional food consumption is one of the trends in the World food market industry, along with increasing public awareness for healthy living. But the market share of functional food is still very small when compared to the food and beverage market as a whole. The study aims to determine how the perception and attitude of millennials influence the consumption of functional food. Data retrieval is done by using online poll to 110 respondents aged 13 to 32 years residing in the area of Jakarta, Bogor, Depok and Tangerang. Data analysis techniques using Structural Equation Modeling. Testing proved that the consumer perception of millennials gave a positive and significant influence on the purchasing decisions of functional food. Millennials have the perception that functional food is attractive, and in the act, they want functional food to be a part of consumption. By knowing how perception and attitude influence purchasing decisions, it is hoped to help the industry to devise the right business strategy.
Co-Authors Dewi Nusraningrum Jajang Gunawijaya Sekar Wulan Prasetyaningtyas