PENGARUH BRAND ASSOCIATION DAN NUTRITION LABEL TERHADAP PERILAKU PASCA PEMBELIAN CIMORY YOGURT: EFEK MODERASI FAMILY ORIENTATION
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https://doi.org/10.9744/pemasaran.16.2.133-139
Keywords:
Label nutrisi, asosiasi merek, keputusan pembelian, family orientationAbstract
Cimory berusaha menciptakan brand association positif secara unik dengan memasangkan produk susu mereka dengan taman (edukasi) hiburan dan restoran. Menimbang produk susu, termasuk yogurt, dianggap oleh banyak orang sebagai produk yang sehat, peneliti tertarik untuk mempelajari pikiran konsumen tentang pengaruh brand association dan nutrition label terhadap perilaku pasca pembelian Cimory Yogurt. Data berasal dari 126 konsumen Cimory Yogurt yang tinggal di Jakarta dan Surabaya. Menggunakan analisis regresi linear berganda, peneliti kemudian menyertakan efek moderasi psikografis family orientation ke dalam model. Hasil menunjukkan bahwa brand association berpengaruh positif baik terhadap minat beli kembali maupun minat untuk merekomendasikan. Lebih jauh, pengaruh brand association tersebut semakin kuat jika konsumen berasal dari segmen family-oriented. Pengaruh yang demikian tidak terjadi pada nutrition label. Ini menunjukkan bahwa bahkan pada produk makanan sehat, peran nutrition label belum menjadi hal penting untuk membentuk perilaku pasca pembelian yang positif, setidaknya dalam kasus Cimory Yogurt.
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