PENGARUH MOTIVATION, PEER INFLUENCE, DAN BRAND FAMILIARITY TERHADAP PURCHASE DECISION PRODUK MAKANAN RINGAN (Studi pada Konsumen Makanan Snack Richeese Nabati)

THE EFFECT OF MOTIVATION, PEER INFLUENCE, AND BRAND FAMILIARITY ON PURCHASE DECISIONS FOR SNACK FOOD PRODUCTS (A Study of Consumers of Richeese Nabati Snack Foods)

Penelitian ini dilatarbelakangi dengan adanya fenomena penurunan pangsa pasar produk snack Richeese Nabati yang sangat tajam dibandingkan dengan merek snack lainnya. Penurunan yang menimpa snack merek Richeese Nabati dapat terjadi akibat adanya pengaruh yang berasal dari faktor internal yakni motivation dan brand familiarity, dan faktor eksternal yakni peer influence. Penelitian ini bertujuan untuk mengetahui pengaruh dari motivation, peer influence, dan brand familiarity terhadap purchase decision pada produk snack Richeese Nabati. Jenis penelitian ini adalah penelitian konklusif deskriptif dengan sampel sejumlah 180 responden yang merupakan konsumen snack Richeese Nabati yang telah membeli dan mengkonsumsi snack Richeese Nabati yang berentang usia 18 - 35 tahun. Data dikumpulkan dengan cara menyebarkan kuesioner dan diolah menggunakan metode analisis regresi berganda. Hasil dari penelitian ini menunjukkan bahwa (1) motivation  berpengaruh positif dan signifikan terhadap purchase decision produk snack Richeese Nabati, (2) peer influence berpengaruh positif dan signifikan terhadap purchase decision produk snack Richeese Nabati, (3) brand familiarity berpengaruh positif dan signifikan terhadap purchase decision produk snack Richeese Nabati.

Kata kunci : motivation, peer influence, brand familiarity, purchase decision 

This research is motivated by the phenomenon of a decrease in market share on Richeese Nabati snack products which are very sharp compared to other snack brands. The decline that befell the Richeese Nabati snack brand can occur due to influences that come from internal factors, namely motivation and brand familiarity, and external factors of peer influence. This study aims to determine the effect of motivation, peer influence, and brand familiarity on purchase decisions on Richeese Nabati snack products. This type of research is descriptive conclusive research with a sample of 180 respondents who are consumers of Richeese Nabati snacks who have bought and consumed Richeese Nabati snacks ranging in age from 18 to 35 years. The data was collected by distributing questionnaires and processed using multiple regression analysis methods. The results of this study indicate that (1) motivation has a positive and significant effect on purchasing decisions for Richeese Nabati snack products, (2) peer influence has a positive and significant effect on purchasing decisions for Richeese Nabati snack products, (3) brand familiarity has a positive and significant effect on the purchase decision of Richeese Nabati snack products.

Keywords: motivation, peer influence, brand familiarity, purchase decision