PENGARUH BRAND IMAGE, HEALTH CONSCIOUSNESS, DAN PERCEIVED VALUE TERHADAP PURCHASE INTENTION PRODUK MI INSTAN INDOMIE DI KALANGAN GEN Z

KINAYA HAZIMAH, . (2026) PENGARUH BRAND IMAGE, HEALTH CONSCIOUSNESS, DAN PERCEIVED VALUE TERHADAP PURCHASE INTENTION PRODUK MI INSTAN INDOMIE DI KALANGAN GEN Z. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image, Health Consciousness, dan Perceived Value terhadap Purchase Intention mi instan Indomie pada Generasi Z di Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah Generasi Z yang berdomisili di wilayah Jabodetabek. Teknik pengambilan sampel menggunakan purposive sampling, dengan jumlah sampel sebanyak 115 responden yang telah memenuhi kriteria penelitian. Pengumpulan data dilakukan melalui penyebaran kuesioner secara daring menggunakan skala Likert enam poin. Analisis data dilakukan menggunakan IBM SPSS Statistics versi 27 yang meliputi uji validitas, uji reliabilitas, analisis deskriptif, uji asumsi klasik, analisis regresi linear berganda, uji parsial (uji t), dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa Brand Image berpengaruh positif dan signifikan terhadap Purchase Intention, sehingga semakin baik citra merek Indomie, semakin tinggi niat beli Generasi Z. Health Consciousness berpengaruh negatif dan tidak signifikan terhadap Purchase Intention, yang menunjukkan bahwa kesadaran kesehatan belum menjadi faktor utama dalam membentuk niat beli mi instan Indomie pada Generasi Z di Jabodetabek. Sementara itu, Perceived Value berpengaruh positif dan signifikan terhadap Purchase Intention, yang mengindikasikan bahwa semakin tinggi nilai yang dirasakan konsumen terhadap produk Indomie, semakin tinggi pula niat untuk melakukan pembelian. Nilai koefisien determinasi (Adjusted R Square) sebesar 0,607 menunjukkan bahwa 60,7% variasi Purchase Intention dapat dijelaskan oleh variabel Brand Image, Health Consciousness, dan Perceived Value, sedangkan 39,3% sisanya dipengaruhi oleh faktor-faktor lain di luar model penelitian.***** This study aims to examine the influence of Brand Image, Health Consciousness, and Perceived Value on the Purchase Intention of Indomie instant noodles among Generation Z in the Greater Jakarta area (Jabodetabek). This research employed a quantitative approach using a survey method. The population consisted of Generation Z individuals residing in Jabodetabek. A purposive sampling technique was used to select 115 respondents who met the research criteria. Data were collected through an online questionnaire using a six-point Likert scale. The data were analyzed using IBM SPSS Statistics version 27, including validity testing, reliability testing, descriptive analysis, classical assumption tests, multiple linear regression analysis, partial significance testing (t-test), and the coefficient of determination (R²). The findings indicate that Brand Image has a positive and significant effect on Purchase Intention, suggesting that a more favorable Brand Image of Indomie leads to a higher Purchase Intention among Generation Z. Health Consciousness, however, has an insignificant negative impact on Purchase Intention., indicating that health awareness is not a primary consideration in influencing Generation Z's intention to purchase Indomie instant noodles in Jabodetabek. Meanwhile, Perceived Value has a positive and significant effect on Purchase Intention, implying that the higher the value perceived by consumers, the greater their intention to purchase Indomie. Furthermore, the coefficient of determination (Adjusted R Square) of 0.607 indicates that 60.7% of the variation in Purchase Intention can be explained by Brand Image, Health Consciousness, and Perceived Value, while the remaining 39.3% is explained by other factors outside the scope of this study.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Nadya Fadillah Fidhyallah, S.Pd., M.Pd. ; 2). Bagus Kharismawan, S.Si., M.A.B.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Kinaya Hazimah .
Date Deposited:	17 Aug 2026 14:25
Last Modified:	17 Aug 2026 14:25
URI:	http://repository.unj.ac.id/id/eprint/70764

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