ANALISIS MOTIVASI GENERASI Z TERHADAP MINAT BELI MINUMAN TRADISIONAL DAN MINUMAN MODERN DI BANDUNG TIMUR

Pebri Pratama, - (2022) ANALISIS MOTIVASI GENERASI Z TERHADAP MINAT BELI MINUMAN TRADISIONAL DAN MINUMAN MODERN DI BANDUNG TIMUR. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

ABSTRAK

Penelitian ini bertujuan untuk meneliti motivasi generasi Z terhadap minat beli minuman tradisional, untuk mengetahui faktor motivasi apa yang berpengaruh terhadap minat beli minuman tradisional, untuk mengetahui tanggapan responden tentang minat beli minuman tradisional, untuk mencari seberapa besar pengaruh motivasi terhadap minat beli minuman tradisional. Metode penelitian yang digunakan adalah metode kuantitatif deskriptif. Teknik pengambilan sampel yang digunakan adalah non probability accidental / insidental sampling. Populasi dalam penelitian ini tidak diketahui jumlahnya sehingga penentuan sampel menggunakan tabel Issac and Michael yang telah menentukan jumlah sampelnya. Sampel dalam penelitian ini adalah 272 orang responden yang pernah membeli minuman tradisional. Teknik pengumpulan data yang digunakan adalah kuesioner. Metode analisis data yang digunakan adalah Analisis Regresi Sederhana untuk mengetahui arah hubungan anatara variabel independen dengan variabel dependen. Motivasi memiliki pengaruh terhadap minat beli minuman tradisional. Generasi Z masih memiliki ketertarikan terhadap minuman tradisional meskipun saat ini sudah banyak pengusaha yang menjual minuman modern dan kebanyakan konsumen generasi Z lebih mengetahui minuman modern dibandingkan minuman tradisional. Faktor motivasi yang berpengaruh terhadap minat beli adalah faktor rasional dan faktor emosional.

Kata kunci: motivasi pembelian, minat beli, minuman tradisional, minuman modern
ABSTRACT

This study aims to examine the motivation of generation z on the interest in buying traditional drinks, to find out what motivational factors influence the interest in buying traditional drinks, to find out respondents' responses to the interest in buying traditional drinks, to find out how much motivation influences the interest in buying traditional drinks. The research method used is descriptive quantitative method. The sampling technique used is non-probability accidental / incidental sampling. The population in this study is unknown so that the sample determination uses the Isaac and Michael table which has determined the number of samples. The sample in this study were 272 respondents who had bought traditional drinks. The data collection technique used is a questionnaire. The data analysis method used is Simple Regression Analysis to determine the direction of the relationship between the independent variable and the dependent variable. Motivation has an influence on the interest in buying traditional drinks. Generation Z still has an interest in traditional drinks even though there are now many entrepreneurs who sell modern drinks and most of the consumers of Generation Z are more aware of modern drinks than traditional drinks. Motivational factors that influence buying interest are rational factors and emotional factors.

Keywords: purchase motivation, buying interest, traditional drinks, modern drinks

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=id ID SINTA Dosen Pembimbing: Dias Pratami Putri: 6745906
Uncontrolled Keywords:	Kata kunci: motivasi pembelian, minat beli, minuman tradisional, minuman modern Keywords: purchase motivation, buying interest, traditional drinks, modern drinks
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User:	PEBRI PRATAMA
Date Deposited:	09 Nov 2023 02:54
Last Modified:	09 Nov 2023 02:54
URI:	http://repository.upi.edu/id/eprint/112553

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