Analisis Faktor-Faktor yang Mempengaruhi Pilihan Jenis Minuman pada Situasi Konsumsi Hang-Out dan Celebration

  • Zeffry Alamsyah Mahasiswa Program Doktor Manajemen dan Bisnis IPB Region Director PT Coca-Cola Amatil Indonesia
  • Ujang Sumarwan Program Doktor Manajemen dan Bisnis IPB Guru Besar Ilmu Perilaku Konsumen IPB
  • Hartoyo Hartoyo Program Pascasarjana Manajemen & Bisnis IPB Departemen Ilmu Keluarga & Konsumen Fakultas Ekologi Manusia IPB
  • Eva Z. Yusuf Program Pascasarjana Manajemen & Bisnis IPB
Keywords: Consumption Situation, Influencing Factors, Soft-Drink, Multinomial Logit

Abstract

Soft-drink market in Indonesia continuously grows in the last ten years; however the growth is varied among soft-drink categories in different years. This encourages practitioners in soft-drink industry to understand what factors influencing the consumer when they buy soft-drink to consume, as this will be beneficial to formulate an effective marketing strategy. This research elaborates factors that are predicted as influencer for consumer in choosing soft-drink to buy and consume during hang-out and celebration situation. From 26 factors of product attributes, consumer characteristics, social, and environmental, there are 11 factors which significantly influence respondent decision to choose any type of soft-drink. These are: age, education, household expenditure, hang-out frequency, product availability, taste, aroma, product freshness, manufacturer reputation, and peer’s choice of drink.  Bottled water, carbonated soft-drink, and ready to drink tea are the most chosen soft-drink categories by respondent.

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Published
2016-12-02
How to Cite
AlamsyahZ., SumarwanU., HartoyoH., & YusufE. Z. (2016). Analisis Faktor-Faktor yang Mempengaruhi Pilihan Jenis Minuman pada Situasi Konsumsi Hang-Out dan Celebration. Jurnal Manajemen Dan Organisasi, 1(1), 40-55. https://doi.org/10.29244/jmo.v1i1.14149
Section
Sumber daya Manusia dan Organisasi