Nadhira Aryanti, Daffa (2022) PENGARUH HEALTH AWARENESS, LIFESTYLE, PRICE FAIRNESS DAN PERCEIVED QUALITY TERHADAP MINAT BELI PRODUK JAMU MODERN (Studi Kasus Jamu dengan Susu Djamuju). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Traditional herbal SME (Small and Medium Enterprise), increases at the beginning of Covid-19 pandemic in early 2020. Even business leaders flocked to create a new creative idea to catch public interest who increased the health awareness and were changing their lifestyle to be healthier by consuming traditional herbal drinks. The research entitled "The Effect of Health Awareness, Lifestyle, Price Fairness, and Perceived Quality on Purchase Intention of Modern Herbal Products (Study Case of Jamu with Milk Djamuju)", has as problem formulation where there is a significant influence on health awareness, life style, price fairness and perceived quality both on individual or people purchase intention in products from Djamuju and which factors are the most dominant influence. This research was carried out by distributing questionnaires using convenience sampling technique, with samples consisting of 50 respondents who had purchased the products from Djamuju. Data analysis was conducted using the computer program SPSS ver.21 . The research results showed the health awareness, lifestyle, and perceived quality variables had a significant effect on buying interest in herbal products from Djamuju, the price fairness variable had no significant effect simultaneously. Health Awareness, Lifestyle, Price Fairness and Perceived Quality had a significant effect on buying interest in herbal products from Djamuju. Whare Health awareness was the variable that had the most dominant influence. Keywords: Health Awareness, Lifestyle, Price Fairness, Perceived Quality, Purchase Intention.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | UKM jamu tradisional (Usaha Kecil Menengah), meningkat di awal pandemi Covid-19 di awal tahun 2020. Para pelaku bisnis berbondong-bondong membuat ide kreatif baru untuk menarik minat masyarakat dalam upaya meningkatkan kesadaran kesehatan dan mengubah gaya hidup mereka menjadi lebih sehat, salahsatunya dengan mengkonsumsi minuman herbal tradisional. Penelitian yang berjudul “Pengaruh Kesadaran Kesehatan, Gaya Hidup, Kewajaran Harga, dan Persepsi Kualitas Terhadap Niat Beli Produk Herbal Modern (Studi Kasus Jamu dengan Susu Djamuju)”, memiliki rumusan masalah yaitu adakah terdapat pengaruh yang signifikan terhadap kesadaran kesehatan, gaya hidup, kewajaran harga dan kualitas yang dirasakan baik terhadap niat beli individu maupun masyarakat pada produk Djamuju dan faktor mana yang paling dominan pengaruhnya. Penelitian ini dilakukan dengan menyebarkan kuesioner menggunakan teknik convenience sampling, terdiri dari 50 responden yang pernah membeli produk dari Djamuju. Analisis data dilakukan dengan menggunakan program SPSS ver.21. Hasil penelitian menunjukkan variabel kesadaran kesehatan, gaya hidup, dan persepsi kualitas berpengaruh signifikan terhadap minat beli produk herbal dari Djamuju, variabel kewajaran harga secara simultan tidak berpengaruh signifikan. kesadaran kesehatan, gaya hidup, kewajaran harga dan persepsi kualitas berpengaruh signifikan terhadap minat beli produk herbal dari Djamuju. Sedangkan kesadaran kesehatan merupakan variabel yang paling dominan pengaruhnya. | |||||||||
| Uncontrolled Keywords: | Health Awareness, Lifestyle, Price Fairness, Perceived Quality, Purchase Intention. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Daffa Nadhira Aryanti | |||||||||
| Date Deposited: | 27 Aug 2024 12:02 | |||||||||
| Last Modified: | 27 Aug 2024 12:02 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/15827 |
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