Loyalitas Generasi Milenial Terhadap Teh Gelas

Millenial Generation Loyalty to Teh Gelas

  • Rinawati Rinawati UIN Syarif Hidayatullah Jakarta
  • Ahmad Dumyathi Bashori UIN Syarif Hidayatullah Jakarta
Keywords: Citra Merek, Kualitas Produk, Kepuasan Konsumen, Loyalitas Konsumen

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh citra merek dan kualitas produk terhadap loyalitas konsumen melalui kepuasan konsumen Teh Gelas varian botol. Menggunakan kuesioner dengan 100 responden yang dipilih melalui purposive sampling dan analisis SEM PLS. Hasil penelitian menunjukkan bahwa citra merek memengaruhi kepuasan, sementara kualitas produk tidak. Citra merek dan kualitas produk berpengaruh terhadap loyalitas, namun kepuasan tidak memengaruhi loyalitas. Selain itu, citra merek dan kualitas produk tidak memengaruhi loyalitas melalui kepuasan konsumen.

This study aims to analyze the effect of brand image and product quality on consumer loyalty through customer satisfaction of Teh Gelas bottled variant. Using a questionnaire with 100 respondents selected through purposive sampling and SEM PLS analysis, the results show that brand image affects satisfaction, while product quality does not. Both brand image and product quality influence loyalty, but satisfaction does not affect loyalty. Additionally, brand image and product quality do not influence loyalty through customer satisfaction.

References

Annur, C. (2022, July). Ragam Jenis Minuman Kemasan Favorit Masyarakat Indonesia. Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2022/08/05/6-aneka-minuman-rasa-dalam-kemasan-favorit-masyarakat-indonesia-mana-favoritmu

BPS. (2024, May 6). [Indonesia] Ekonomi Indonesia Triwulan I-2024 Tumbuh 5,11 Persen (Y-on-Y) dan Ekonomi Indonesia Triwulan I-2024 Terkontraksi 0,83 Persen (Q-to-Q). Badan Pusat Statistik. https://nunukankab.beta.bps.go.id/id/pressrelease/2024/05/06/355/-indonesia---indonesias-gdp-growth-in-q1-2024-was-5-11-percent--y-on-y--and-indonesias-gdp-growth-in-q1-2024-was--0-83-percent--q-to-q--.html

Conaintatha, G. (2022, May 13). Update Harga Frestea di Pasaran. Harga.Web.Id. https://harga.web.id/daftar-harga-minuman-frestea-di-pasaran.info

Disdukcapil. (2022). Data Demografi. Disdukcapil Kota Tangerang Selatan. https://disdukcapil.tangerangselatankota.go.id/Cguest/demografi

Djiptono, F., & Sumarwan, U. (2019). Strategi Pemasaran dalam Perspektif Perilaku Konsumen (2nd ed.). IPB Press.

Fanfeif. (2021). Air Minum Kemasan, Berawal Dari Ketidaksengajaan Kini Menjadi Gaya Hidup. Fanfeif.Co.Id. https://fanfeif.co.id/2021/03/29/air-minum-kemasan-berawal-dari-ketidaksengajaan-kini-menjadi-gaya-hidup/

Farizan, N., Rohman, F., & Husein, S. A. (2018). The Effect of Brand Identity, Brand Image, And Perceived Value On Loyalty With Customer Satisfaction As Mediation Variable For Costumer Fresh Juice Bintaro. Universitas Brawijaya Journal of Applied Management (JAM, 17(1), 127–132. https://doi.org/10.21776/ub.jam.2019.017.01.14

Fitri, N., & Suprapti, N. W. S. (2020). The Role of Customer Satisfaction in Mediating the Influence of Brand Personality and Service Quality on the Loyalty of Beachwalk Shopping Center Customers. European Journal of Business and Management. https://doi.org/10.7176/ejbm/12-20-11

Ghozali, I. (2021). Partial Least Squares Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.2.9 (I. Ghozali, Ed.; 3rd ed.). Badan Penerbit Universitas Diponegoro.

Haryono, S. (2016). Metode SEM untuk penelitian manajemen (D. Puryanto & Latmono, Eds.). PT Intermedia Personalia Utama .

Hasan, A. (2014). Marketing dan Kasus-Kasus Pilihan (2nd ed.). CAPS.

Hermawan, S., & Amirullah. (2016). Metode Penelitian Bisnis: Pendekatan Kuantitatif & Kualitatif.

Junaedi, A. T., Wijaya, E., Santoso, P. H., & Chandra, S. (2022). Improving Customer Loyalty Wardah Brand Through Brand Image and Price Fairness: Customer Satisfaction as an Intervening Variable. Jurnal Aplikasi Manajemen, 20(2). https://doi.org/10.21776/ub.jam.2022.020.02.14

Keller, K. L., Jacob, I., & Parameswaran, A. M. G. (2015). Strategic Brand Management Building, Measuring, and Managing Brand Equity.

Kemenkeu. (2024, May 6). Pertumbuhan Ekonomi Triwulan I 2024 Tetap Kuat di Tengah Perlambatan Ekonomi Global. Kemenkeu. https://fiskal.kemenkeu.go.id/publikasi/siaran-pers-detil/571

Kementrian Pertanian. (2023). Buku Statistik Perkebunan Unggulan Nasional 2021-2023. https://ditjenbun.pertanian.go.id/?publikasi=buku-statistik-perkebunan-2021-2023

Kotler, P., & Keller, K. L. (2016). Marketing management (S. Wall, Ed.; 15th ed.). Pearson.

Kurniawan, A. W., & Puspitaningtyas, Z. (2016). Metode Penelitian Kuantitatif.

Lise Tiasanty, & Sitio, A. (2020). Analysis of the Effect of Satisfaction and Its Iplications on Consumer Loyalty PT. Sharp Electrinics Indonesia (Case Study at Krawang Sharp Direct Service Station). International Journal of Engineering Technologies and Management Research, 6(6), 197–212. https://doi.org/10.29121/ijetmr.v6.i6.2019.408

Mahmudah. (2022, December 10). Harga Teh Pucuk Harum Satuan dan Dus Terbaru Mei 2023. Hargacampur.Com. https://hargacampur.com/harga-teh-pucuk-harum-satuan-dan-dus/

Malik, A., & Chusni, M. (2018). Pengantar Statistika Pendidikan Teori dan Aplikasi (I. Fatria, Ed.). Deepublish.

McKendry, E. (2022, June 1). Loyalty & Millennials: A Hate To Love Relationship. MyLoyal. https://www.myloyal.com/loyalty-and-millennials

Nasrol, M., Edyansyah, T., Maimunah, S., & Biby, S. (2023). The Effect of Product Quality, Brand Image and Consumer Satisfaction on Consumer Loyalty Xiaomi Smartphones in Lhosukon City Community. International Journal of Social Science, 2(7).

OT Beyond. (2023). PT Orang Tua Group. https://www.ot.id/

Panca, A. (2023, March 31). Update Harga Tehbotol Sosro (Beling, Kaleng, Botol Plastik, Kotak, Pouch). Harga.Web.Id. https://harga.web.id/harga-tehbotol-sosro-kemasan-beling-botol-plastik-kotak-pouch.info

Permadhi, B. M., Maulina, E., & Tresna, P. W. (2024). Analysis of the Influence of Brand Image on Customer Loyalty Using Customer Satisfaction as an Intervening Variable Case Study at the Uni Kapau Jaya Restaurant, Bandung City. In International Journal of Science and Society (Vol. 6, Issue 2). http://ijsoc.goacademica.com

Purwati, A. A., Fitrio, T., Ben, F., & Hamzah, M. L. (2020). Product Quality and After-Sales Service in Improving Customer Satisfaction and Loyalty. https://journal.uny.ac.id/index.php/economia

Putra, F. I. F. S., Aqmala, D., Alwi, A. M., Saputra, I. F., & Rahmawati, S. D. (2021). Marketplace as A Determination Factor for Customer Satisfaction. Jurnal Manajemen Indonesia, 21(2), 120. https://doi.org/10.25124/jmi.v21i1.2647

Putri, J., Kelautan, N. P., Sidoarjo, P., Firdiansyah, R., Sekolah, S., Aviasi, T. P., & Damanik, D. (2023). Metodologi Penelitian untuk Bisnis. https://www.researchgate.net/publication/371723974

Quora. (2023). Lebih enak Frestea atau Teh Gelas kenapa? Quora. https://id.quora.com/Lebih-enak-fresh-tea-atau-teh-gelas-dan-kenapa?ch=10&oid=161764673&share=d05d50bd&srid=hwLzEq&target_type=question

Rachmawati, N. P., & Santika, I. W. (2022). The Role of Satisfaction in Mediation the Influence of Product Quality on Customer Loyalty of Face-Makeup Products. European Journal of Business and Management Research, 7(3), 52–56. https://doi.org/10.24018/ejbmr.2022.7.3.1290

Rainer, P. (2024, April 3). 6 Minuman Teh Kemasan Favorit Saat Berbuka Puasa, Adakah Merek Kesukaanmu? GoodStats. https://goodstats.id/article/6-teh-kemasan-favorit-saat-berbuka-puasa-adakah-merek-kesukaanmu-QKWD3

RS-jih. (2023, February 24). Bijak Dalam Mengkonsumsi Minuman Kemasan. Rs-Jih.Co.Id. https://rs-jih.co.id/rsjih/article-detail/bijak-dalam-mengkonsumsi-minuman-kemasan/Q05NeXlwaGpMdlFCYkhxcEVrVUFpZz09

Satrika, D. (2022, December 22). Info Update Harga Teh Gelas Kemasan Cup & Botol (Semua Ukuran) Eceran dan 1 Dus. Harga.Web.Id. https://harga.web.id/daftar-harga-teh-gelas-kemasan-cup-botol-dari-pabrik.info

Sitanggang, D. (n.d.). 15 Ide Bisnis Minuman Kekinian, Cara Memulai, dan Keuntungannya. Detik.Com. Retrieved June 16, 2023, from https://finance.detik.com/solusiukm/d-6306076/15-ide-bisnis-minuman-kekinian-cara-memulai-dan-keuntungannya

Sudarman, E., Madiistriyatno, H., & Sudarman, I. (2021). Investigations of Customer Loyalty: Strengthening Product Quality, Brand Image and Customer Satisfaction. MIX: JURNAL ILMIAH MANAJEMEN, 11(1), 78. https://doi.org/10.22441/mix.2021.v11i1.006

Thamrin, G., Bernarto, I., & Kawata, Y. (2020). The influence of trust, satisfaction, value, and brand image on loyalty. BISMA (Bisnis Dan Manajemen), 12(2), 168. https://doi.org/10.26740/bisma.v12n2.p168-185

Tiktok. (2023, June 26). Teh Gelas ASLI. Tiktok. https://vt.tiktok.com/ZSFVnJ3pS/

Top Brand Award. (2023). Komparasi Brand Index. Top Brand Award. https://www.topbrand-award.com/komparasi_brand/bandingkan?id_award=1&id_kategori=2&id_subkategori=6&tahun_awal=2020&tahun_akhir=2024

Top Brand Award. (2024). Tentang Metodologi Survey. https://www.topbrand-award.com/metodologi-survei

Ulya, F. N. (2022, April 1). CISDI: Konsumsi Minuman Manis Kemasan RI Tertinggi Ketiga di ASEAN, Terutama Teh Kemasan. Kompas.Com. https://www.google.com/amp/s/amp.kompas.com/money/read/2022/04/01/084513926/cisdi-konsumsi-minuman-manis-kemasan-ri-tertinggi-ketiga-di-asean-terutama-teh

Published
2025-01-24
How to Cite
Rinawati, R., & Bashori, A. D. (2025). Loyalitas Generasi Milenial Terhadap Teh Gelas: Millenial Generation Loyalty to Teh Gelas. EKOMABIS: Jurnal Ekonomi Manajemen Bisnis, 6(01), 31 - 46. https://doi.org/10.37366/ekomabis.v6i01.1331
Abstract viewed = 111 times
PDF (Indonesia) downloaded = 27 times