Pengaruh Pengetahuan, Motivasi Dan Kepercayaan Konsumen Terhadap Pembelian Produk Frozen Food Homemade

Agustin Endah (Universitas Kristen Surakarta)
Indah Handaruwati (Universitas Kristen Surakarta)

Business Innovation and Entrepreneurship Journal
Vol 4 No 1 (2022): Business Innovation and Entrepreneurship Journal (February)

Abstract -- The COVID-19 pandemic has had an impact on all areas of business. Some product demand decreased, but frozen food product demand actually experienced a significant increase. There are many factors that cause consumers to choose frozen food products as a consumption choice during a pandemic. This study aims to provide empirical evidence of the influence of factors of product knowledge, motivation and consumer confidence on purchasing decisions of Frozen Food products. The sample in this study was 100 people who were selected based on the purposive sampling method. The results of this study partially show that product knowledge has a significant effect on the purchase of frozen food products at home. Consumers know the product because they have bought it before and based on information from other parties, the consumer motivation variable influences the decision to purchase frozen food at home because it has practicality and ease of presentation motivation and the consumer trust variable has a significant effect even though this product is a home product but consumers believe it is clean and healthy. These three independent variables have a simultaneous effect on purchasing decisions for home frozen food products. Abstrak -- Pandemi Covid 19 berdampak pada segala bidang usaha. Beberapa permintaan produk mengalami penurunan namun permintaan produk frozen food justru mengalami kenaikan yang signifikan. Banyak faktor yang menyebabkan konsumen memilih produk frozen food sebagai pilihan konsumsi di kala pandemi. Penelitian ini bertujuan memberikan bukti empiris pengaruh faktor pengetahuan produk, motivasi dan kepercayaan konsumen terhadap keputusan pembelian produk Frozen Food. Sampel dalam penelitian ini sejumlah 100 orang yang dipilih berdasarkan metode purposive sampling. Hasil penelitian ini menunjukkan secara parsial variabel pengetahuan produk berpengaruh signifikan terhadap pembelian produk frozen food rumahan. Konsumen mengetahui produk karena sudah pernah membeli sebelumnya dan berdasarkan informasi dari pihak lain, variabel motivasi konsumen berpengaruh terhadap keputusan pembelian produk frozen food rumahan karena memiliki motivasi kepraktisan dan kemudahan penyajian dan variabel kepercayaan konsumen berpengaruh signifikan meskipun produk ini merupakan produk rumahan namun konsumen percaya bersih dan sehat. Ketiga variabel bebas ini berpengaruh simultan terhadap Keputusan Pembelian produk frozen food rumahan.