Pengaruh Harga, Kualitas Produk Dan Iklan Terhadap Minat Beli Ulang Konsumen Si Akang Snack

Abstract

h satu creative independent snack company yang berasal dari Indonesia. Perusahaan ini menyediakan variasi snack yang memiliki konsep kekinian dan viral. Minat beli ulang konsumen Si Akang Snack mengalami permasalahan dimana jumlah pembeli ulang pada tahun 2020 hanya 85 konsumen saja, padahal pembeli barunya mencapai hingga 3.710 konsumen. Berdasarkan review dari konsumen Si Akang Snack mengatakan bahwa harga produk Si Akang Snack mahal. Berdasarkan analisis mengenai faktor yang mempengaruhi kualitas makanan, Produk Si Akang Sanck masih memiliki dua kelemahan yaitu pada standard portion size dan cita rasa. Si Akang Snack mengalami penurunan penjualan ketika iklan dinonaktifkan. Tujuan penelitian ini adalah untuk mengetahuai bagaimana pengaruh variabel iklan, kualitas produk, harga terhadap minat beli ulang Si Akang Snack. Penelitian ini menggunakan metode penelitian deskriptif dan kausalitas dengan pendekatan kuantitatif dengan alat bantu analisis regresi linier berganda. Populasi dan sampel dalam penelitian ini adalah jumlah konsumen Si Akang Snack yang pernah melakukan pembelian lebih dari satu kali pada tahun 2020, yang berjumlah 85 orang. Berdasarkan hasil analisis deskriptif variabel harga berada dalam kategori sangat baik sedangakan kualitas produk, iklan dan minat beli ulang berada dalam kategori baik. Hasil analisis regresi linier berganda menunjukkan variabel harga secara parsial tidak berpengaruh terhadap minat beli ulang, sedangkan kualitas produk dan iklan berpengaruh terhadap minat beli ulang. Berdasarkan hasil koefisien determinasi diketahui pengaruh iklan, kualitas produk dan harga secara simultan terhadap minat beli ulang adalah sebesar 63,5%, sedangkan secara parsial pengaruh harga, kualitas produk, dan iklan terhadap minat beli ulang adalah sebesar 62%. Si Akang Snack perlu memperhatikan dimensi keterjangkauan harga, Durability, Interest dan minat eksploratif. Kata kunci: Harga, Kualitas Produk, Iklan dan Minat Beli Ulang. Abstract Si Akang Snack is one of the creative independent snack companies from Indonesia. This company provides a variety of snacks that have a contemporary and viral concept. The consumer's repurchase interest of Si Akang Snack has a problem where the number of repeat buyers in 2020 is only 85 consumers, even though the new buyers reach up to 3,710 consumers. Based on reviews from consumers, Si Akang Snack said that the price of Si Akang Snack products was expensive. Based on the analysis of the factors that affect food quality, Si Akang Sanck products still have two weaknesses, namely the standard portion size and taste. Si Akang Snack experienced a decrease in sales when advertising was disabled. The purpose of this study was to determine how the influence of advertising variables, product quality, price on Si Akang Snack repurchase interest. This research uses descriptive research methods and causality with a quantitative approach with multiple linear regression analysis tools. The population and sample in this study were the number of Si Akang Snack consumers who had made purchases more than once in 2020, totaling 85 people. Based on the results of descriptive analysis, the price variable is in the very good category, while the product quality, advertising and repurchase interest are in the good category. The results of multiple linear regression analysis show that the price variable partially has no effect on repurchase interest, while product and advertising quality has an effect on repurchase interest. Based on the coefficient of determination, it is known that the effect of advertising, product quality and price simultaneously on repurchase interest is 63.5%, while partially the effect of price, product quality, and advertisement on repurchase interest is 62%. Si Akang Snack needs to pay attention to the dimensions of affordability, durability, interest and exploratory interest. Keywords: Price, Product Quality, Advertising and Repurchasing