Article Per Year (5 Year)
p-Index From 2021 - 2026
0
P-Index
This Author published in this journals
All Journal Jurnal Hospitality dan Manajemen Jasa
Florensia Stephanus
Unknown Affiliation
Decision Sciences, Operations Research & Management Health Professions

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
FAKTOR-FAKTOR YANG MENDORONG GENERASI Y DALAM MENGADOPSI INOVASI MINUMAN TEH Florensia Stephanus; Caroline Sutjiono
Jurnal Hospitality dan Manajemen Jasa Vol 8, No 1 (2020): Jurnal Hospitality dan Manajemen Jasa
Publisher : Jurnal Hospitality dan Manajemen Jasa

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Abstrak: Penelitian ini dilakukan untuk mengetahui faktor-faktor apa saja dan faktor yang paling berkontribusi mendorong generasi Y dalam mengadopsi inovasi minuman teh. Kuesioner dibagikan kepada 265 responden yang kemudian diolah lebih lanjut menggunakan analisa faktor. Hasil penelitan menunjukan terbentuknya 6 faktor baru, yaitu drink attribute & place, motivation, relative advantage, perceived value, learning & promotion, dan familiarity. Faktor drink attribute & place merupakan faktor yang paling berkontribusi mendorong generasi Y dalam mengadopsi inovasi minuman teh.Kata kunci: Generasi Y, Perilaku Konsumen, Adopsi Inovasi, Inovasi Produk, Inovasi Minuman Teh. Abstract: This research was conducted to find out what factors and the most contributing factor that encourage generation Y to adopt tea beverage innovation. Questionnaires were distributed to 265 respondents which further processed using factor analysis. The research results showed there are 6 factors that were formed, which are drink attributes & place, motivation, relative advantage, perceived value, learning & promotion, and familiarity. Drink attribute & place factor is the most contributing factor that encourage generation Y to adopt tea beverage innovation.Keywords: Generation Y, Consumer Behavior, Innovation Adoption, Product Innovation, Tea Beverage Innovation.
Co-Authors Caroline Sutjiono