PENGARUH PERCEIVED QUALITY, PERCEIVED AUTHENTICITY DAN PRICE FAIRNESS TERHADAP PURCHASE INTENTION KONSUMEN PRODUK HYGEE

Abstract

Abstract: Generation Z is a cohort whose mental health may be vulnerable to disruption. A considerable proportion of youth currently experience mental disorders, such as anxiety, stress, depression, and insomnia. The increasing prevalence of social media usage has been recognized as a major factor contributing to the mental health issues faced by today's Generation Z youth. Generation Z's ability to effectively use social media for various purposes, such as work, education, and communication, plays a significant role in this phenomenon. This study examines the relationship between social media use and mental health disorders among Generation Z children. This research seeks to determine the perceptions of potential Hygee consumers regarding herbal beverages. The study will begin with an examination of product quality (Perceived Quality), proceed to an analysis of product authenticity (Perceived Authenticity), and conclude with an assessment of price fairness (Price Fairness). This research utilizes a quantitative methodology and employs a purposive sampling technique. The data collection process employed Google Forms, distributed online through a Likert scale questionnaire. Data analysis was conducted utilizing multiple linear regression through IBM SPSS Statistics 26 software. The research included three variables, X, and one variable, Y, comprising 17 indicators and involved a sample of 112 respondents. This study's findings indicate that Perceived Quality and Perceived Authenticity significantly affect the Purchase Intention of HYGGE products. The study indicated that price fairness did not significantly affect purchase intention.

Keywords: Perceived Quality; Perceived Authenticity; Price Fairness; Purchase Intention

Abstrak: Generasi Z merupkan generasi yang kesahatan mentalnya dapat dengan mudah terganggu. Tak sedikit anak muda zaman sekarang memiliki gangguan mental dari gangguan kecemasan, stres, depresi, dan juga insomnia. Meningkatnya angka penggunaan media sosial juga berpengaruh besar terhadap kesehatan mental anak Generasi Z saat ini. Banyak faktor yang mendukung gangguan kesehatan mental pada penggunaan media sosial, seperti contoh penggunaan gadget yang sangat memudahkan Generasi Z untuk dapat melakukan banyak hal dari segi pekerjaan, pendidikan, komunikasi, dan sebagainya. Sehingga banyak anak Generasi Z yang bergantung pada media sosial. Penelitian ini ditujukan untuk mengetahui bagaimana pandangan calon konsumen Hygee terhadap minuman herbal. Mulai dari kualitas produknya (Perceived Quality), keaslian produknya (Perceived Authenticity), dan harga yang wajar (Price Fairness). Penelitian ini merupakan penelitian kuantitatif dengan teknik pengambilan sampel dengan teknik purposive sampling. Pengumpulan data kuisioner dilakukan dengan menggunakan Google Form dan disebarkan secara online berdasarkan skala likert. Data yang dikumpulkan dianalisis menggunakan regresi linear berganda dengan software IBM SPSS Statisctic 26. Penelitian ini menggunakan 3 variabel X dan 1 variabel Y, lalu terdapat 17 indikator, dan mendapatkan sampel sebesar 112 responden. Hasil penelitian ini menunjukan bagaimana Perceived Quality dan Perceived Authenticity berpengaruh signifikan terhadap Purchase Intention produk HYGGE. Sedangkan Price Fairness tidak berpengaruh terhadap Purchase Intenton.

Kata Kunci: Perceived Quality; Perceived Authenticity; Price Fairness; Purchase Intention