PENGARUH KARAKTERISTIK INDIVIDU, NILAI HEDONIS, DAN PEMASARAN MEDIA SOSIAL TERHADAP KESEDIAAN KONSUMEN MEMBAYAR HARGA PREMIUM SAYURAN DI SUPERINDO

Rohmadhotin  Fitri; Ella Anastasya  Sinambela

doi:10.31004/jrpp.v7i4.35425

Authors

Rohmadhotin Fitri Universitas Sunan Giri Surabaya
Ella Anastasya Sinambela Universitas Sunan Giri Surabaya

DOI:

https://doi.org/10.31004/jrpp.v7i4.35425

Keywords:

Superindo, Sayuran, Kesediaan Konsumen Membayar Harga Premium, Karakteristik Individu, Nilai Hedonis, Pemasaran Media Sosial

Abstract

Pada saat ini makanan sehat semakin tergantikan oleh makanan instan. Makanan sehat dapat ditemukan pada sayuran organik bebas pastisida. Sayuran bebas pastisida dapat ditemukan di Superindo. Penelitian ini bertujuan untuk mengetahui karateristik individu, nilai hedonis, dan pemasaran media sosial terhadap kesediaan konsumen membayar harga premium sayuran di Superindo Sidoarjo. Artikel ini menggunakan metode kuantitatif. Populasi pada penelitian ini merupakan konsumen ibu rumah tangga yang membeli sayuran di Superindo Sidoarjo. Peneliti menggunakan kesioner online dengan media google form sebagai survey yang disebarkan pada 200 respoden. Responden yang dianggap tanggap dalam mengisi kuesioner sebanyak 188 orang dan 12 orang lainnya dianggap tidak karena mengisi dengan tidak benar. Teknik analisis yang digunakan pada penelitian ini adalah regresi linear berganda. Berdasarkan dari hasil data yang diolah menggunakan SPSS versi 26 diketahui bahwa pengaruh karakteristik individu, nilai hedonis, dan pemasaran media sosial terhadap kesediaan konsumen membayar harga premium di Superindo Sidoarjo berpengaruh signifikan.

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