产品创新对咖啡饮品的影响，其动力是泗水市的一个温和的Z代变量

Jurnal Manajemen Perhotelan Pub Date : 2022-03-20 DOI:10.9744/jmp.8.1.50-58

William Tanuwijaya, Steven Tandrayuwana, Adriana Aprilia

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引用次数: 0

摘要

本研究旨在通过泗水市Z世代的动机来确定产品创新对咖啡饮料购买意愿的影响。调查问卷分发给122名受访者，他们曾在当地商店或有执照的商店外通过外卖方式购买咖啡饮料。这类研究采用数据分析、智能PLS和非概率抽样作为抽样方法的定量方法。本研究结果表明，产品创新对咖啡饮料产品购买意愿具有正向显著影响，动机作为产品创新与咖啡饮料产品购买意愿之间的调节变量具有负向显著影响。摘要/ abstract摘要:Penelitian ini bertujuan mengetahui pengaruh innovasi产品terhadap minat beli minuman kopi melalui motivasi variabel moderasi generasz di Kota Surabaya。Kuesioner disebarkan kepada 122名被调查者为Z yang pernah berkunjung dan membeli minuman kopi secara takeaway di kedai本地maupun kedai berlisensi luar。Jenis penelitian ini menggunakkan teknik分析数据智能偏最小结构子dengan teknik非概率目的抽样sebagai方法pengambilan样本。Hasil penelitian ini adalah inovasi product berpengaruh secara positive dan significance . terhadap minat beli product minuman kopi, serta motivasi sebagai variable moderabel anovasi product terhadap minat beli product minuman kopi berpengaruh secara negative dan significance .)

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PENGARUH INOVASI PRODUK TERHADAP MINAT BELI MINUMAN KOPI MELALUI MOTIVASI SEBAGAI VARIABEL MODERASI GENERASI Z DI KOTA SURABAYA

This research aims to determine the influence of product innovation on purchase intention of coffee beverage through motivations of generation Z in the city of Surabaya. Questionnaires were distributed to 122 respondents who had visited and bought coffee beverages by takeaway at local shops or outside licensed shops. This type of research uses quantitative methods with data analysis smart PLS and non-probability sampling as the sampling method. The results of this research are that product innovation has a positive and significant effect on purchase intention in coffee beverage products, and motivation as a moderating variable between product innovation and purchase intention of coffee beverage products has a negative and significant effect. Abstrak Penelitian ini bertujuan mengetahui pengaruh inovasi produk terhadap minat beli minuman kopi melalui motivasi sebagai variabel moderasi generasi Z di Kota Surabaya. Kuesioner disebarkan kepada 122 responden generasi Z yang pernah berkunjung dan membeli minuman kopi secara takeaway di kedai lokal maupun kedai berlisensi luar. Jenis penelitian ini menggunakkan teknik analisis data smart partial least structer dengan teknik non-probability purposive sampling sebagai metode pengambilan sampel. Hasil penelitian ini adalah inovasi produk berpengaruh secara positif dan signifikan terhadap minat beli produk minuman kopi, serta motivasi sebagai variabel moderasi antara inovasi produk terhadap minat beli produk minuman kopi berpengaruh secara negatif dan signifikan.

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Jurnal Manajemen Perhotelan

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