Peran Moderasi Budaya Konsumen pada Pengaruh Packaging, Positioning Strategy, dan Co-Branding terhadap Preferensi Konsumen Beras Merah Organik Tropicana Slim di Kota Bengkulu

Novelia Sagita; M. Noor Armi; Veny Puspita

doi:10.69693/ijim.v4i2.981

Authors

Novelia Sagita Universitas Prof. Dr. Hazairin, SH, Bengkulu
M. Noor Armi Universitas Prof. Dr. Hazairin, SH, Bengkulu
Veny Puspita Universitas Prof. Dr. Hazairin, SH, Bengkulu

DOI:

https://doi.org/10.69693/ijim.v4i2.981

Keywords:

Packaging, Positioning Strategy, Co-Branding, Budaya Konsumen, Preferensi Konsumen

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh packaging, positioning strategy, dan co-branding terhadap preferensi konsumen Beras Merah Organik Tropicana Slim di Kota Bengkulu, serta menguji peran budaya konsumen sebagai variabel moderasi. Permasalahan penelitian berpangkal pada rendahnya penetrasi produk beras merah organik di pasar domestik meskipun tren gaya hidup sehat terus meningkat. Metode yang digunakan adalah penelitian kuantitatif eksplanatori dengan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS 3. Sampel sebanyak 125 responden dipilih menggunakan metode purposive sampling dari populasi konsumen dewasa di Kota Bengkulu. Data dikumpulkan melalui kuesioner berskala Likert 1-5. Hasil penelitian menunjukkan bahwa packaging berpengaruh positif dan signifikan terhadap preferensi konsumen (β = 0,297; T = 4,774; p = 0,000), positioning strategy berpengaruh positif dan signifikan (β = 0,319; T = 4,796; p = 0,000), dan co-branding berpengaruh positif dan signifikan (β = 0,209; T = 3,747; p = 0,000). Budaya konsumen terbukti memoderasi pengaruh packaging (β = 0,333; T = 4,144; p = 0,000), co-branding (β = 0,168; T = 2,192; p = 0,029), dan positioning strategy (β = 0,147; T = 2,179; p = 0,030) terhadap preferensi konsumen. Nilai R-square sebesar 0,557 menunjukkan bahwa variabel dalam model mampu menjelaskan 55,7% variasi preferensi konsumen. Disimpulkan bahwa ketiga strategi pemasaran tersebut dan peran moderasi budaya konsumen merupakan determinan penting dalam membentuk preferensi konsumen terhadap produk beras merah organik.

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