Articlediamond2022

Pengaruh Atribut Produk, Kepercayaan Merek, Negara Asal Terhadap Niat Beli Pada Konsumen Minuman Probiotik Yakult

Ella Anastasya Sinambela · Roudhotul Nur Azizah · Utami Puji Lestari · Ernawati Ernawati · Fayola Issalillah

12 citations0/0 files storedJournal of Trends Economics and Accounting Research

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

Nowadays people are starting to realize that they need to take care of their health before they get sick. So that consumers begin to regularly consume health drinks such as Yakult. Yakult probiotic drink has been around since 1934 and has products that are in demand by consumers. Competition with other brands makes Yakult management need to implement marketing strategies to increase consumer buying intentions. This study aims to determine the effect of product attributes, brand trust, and country of origin on consumers' purchase intentions. The research population is the Yakult Probiotic drink consumers. Researchers used 100 respondents as a sample. The analysis technique used is multiple linear regression. The results of the study indicate product attributes on consumer purchase intentions. Furthermore, brand trust has also been shown to have a significant influence on consumers' purchase intentions. Data processing also shows a significant influence by the country of origin on consumers' purchase intentions.

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1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 2003Development and Validation of a Brand Trust Scale 2007Does image of country‐of‐origin matter to brand equity?1976Marketing: Real People, Real Choices 2022Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust 2012A Conceptual Study on the Country of Origin Effect on Consumer Purchase Intention 2020The Quality of Human Resources, Job Performance and Employee Loyalty 2009Country-of-Origin Effects on Consumer Product Evaluation and Purchase Intention: The Role of Objective Versus Subjective Knowledge

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