ANALISIS KESEDIAAN MEMBELI (WILLINGNESS TO BUY) PADA PENJUALAN MINUMAN DUGA CHOCO DENGAN PENDEKATAN STRUCTURAL EQUATION MODELING (SEM) DI UMKM DUGA CHOCOLATE BALIKPAPAN-Submit Jurnal

Tatimu, Evelin Tresya (2025) ANALISIS KESEDIAAN MEMBELI (WILLINGNESS TO BUY) PADA PENJUALAN MINUMAN DUGA CHOCO DENGAN PENDEKATAN STRUCTURAL EQUATION MODELING (SEM) DI UMKM DUGA CHOCOLATE BALIKPAPAN-Submit Jurnal. Bachelor thesis, Institut Teknologi Kalimantan.

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Abstract

Industri minuman cokelat, khususnya Duga Choco dari Usaha Mikro, Kecil, dan Menengah (UMKM) Duga Chocolate Balikpapan, mengalami pertumbuhan pesat meskipun menghadapi persaingan ketat. Produk Duga Choco tercatat sebagai varian terlaris dengan penjualan rata-rata 161,16 cup dalam enam bulan, sehingga memunculkan pertanyaan terkait faktor yang memengaruhi preferensi konsumen terhadap minat beli produk tersebut. Penelitian ini bertujuan menganalisis pengaruh harga, promosi, cita rasa, dan brand awareness terhadap willingness to buy pada pembelian menu Duga Choco. Metode yang digunakan adalah Structural Equation Modeling - Partial Least Square (SEM-PLS) dengan teknik purposive sampling, dengan jumlah responden yang pernah membeli Duga Choco sebanyak 150 responden yang pernah membeli produk. Data dikumpulkan dan dianalisis menggunakan metode SEM-PLS, melibatkan pengujian Outer Model (validitas konvergen dan diskriminan, serta reliabilitas) dan Inner Model (koefisien determinasi R-Square, Q-Square, Goodness of Fit Index, dan Model Fit). Hasil penelitian menunjukkan bahwa variabel promosi (X2), cita rasa (X3), dan brand awareness (X4) memiliki pengaruh positif signifikan terhadap minat beli (willingness to buy) konsumen pada produk Duga Choco, hal ini ditunjukkan nilai T-statistic > 1,96 dan P-value < 0,05. Variabel harga (X1) tidak berpengaruh signifikan terhadap minat beli, dikarenakan nilai T-statistic dan P-value-nya tidak memenuhi kriteria signifikansi. Rekomendasi UMKM Duga Chocolate disarankan untuk tetap mempertahankan harga meskipun bukan faktor penentu dalam pembelian dan dinilai terjangkau, meningkatkan intensitas promosi, meningkatkan cita rasa dan inovasi varian rasa baru, serta mengoptimalkan media sosial guna memperkuat brand awareness.

Item Type:	Thesis (Bachelor)
Subjects:	H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Jurusan Teknologi Industri dan Proses > Teknik Industri
Depositing User:	Evelin Tresya Tatimu
Date Deposited:	08 Jul 2025 03:32
Last Modified:	08 Jul 2025 03:32
URI:	http://repository.itk.ac.id/id/eprint/22959

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