PENGARUH BRAND IMAGE DAN NUTRITION LABEL TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN LEMONILO: EFEK MODERASI ORIENTASI MAKANAN SEHAT
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https://doi.org/10.9744/pemasaran.16.1.48-56
Keywords:
Brand image, nutrition label, orientasi makanan sehat, keputusan pembelianAbstract
Despite perceived as high-calorie low-nutrient food, instant noodle is at top in most consumer’s list of food choice. Lemonilo, known for its contemporary food products, attempts to differentiate their instant noodle by marketing the noodle as a nutritious and natural food product. This study studied consumer perceptions on brand image and nutrition label and how these factors may affect buying decision of the product, and also include healthy food oriented as moderating effects to strengthen the research model. Data are from respondents who live in two metropolitan cities in Indonesia: Jakarta and Surabaya. We use quota sampling of 100 Lemonilo instant noodles consumers. This study plots brand image, and nutrition label of Lemonilo instant noodles against its competitor. Multiple Linear Regression Model is applied to measure the effects of brand image and nutrition label on buying decision of Lemonilo instant noodle with healthy food oriented as a moderating effects.
Abstrak:
Walaupun dipersepsikan sebagai makanan tinggi-kalori rendah-nutrisi, mie instan berada pada daftar teratas pilihan makanan bagi banyak konsumen. Lemonilo, yang dikenal karena produk makanan kontemporernya, melakukan diferensiasi mie instan produksi mereka dengan memasarkannya sebagai makanan yang bernutrisi dan natural. Studi ini mempelajari persepsi konsumen atas brand image dan nutrition label dan bagaimana faktor-faktor tersebut mempengaruhi keputusan pembelian mie instan Lemonilo, dan juga memasukan efek moderasi orientasi makanan sehat untuk memperkuat penelitian. Data berasal dari responden yang tinggal di dua kota metropolitan di Indonesia: Jakarta dan Surabaya. Peneliti menggunakan quota sampling dari 100 konsumen mie instan Lemonilo. Studi ini memetakan brand image dan nutrition label mie instan Lemonilo dibandingkan dengan kompetitor. Model regresi linier berganda diaplikasikan untuk mengukur pengaruh brand image dan nutrition label terhadap keputusan pembelian mie instan Lemonilo dengan efek moderasi orientasi makanan sehat.
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