Faktor-Faktor yang Mempengaruhi Kesediaan Membayar (Willingness to Pay) Produk Lokal Tas Kulit Asli Sukaregang Garut di Kalangan Perempuan Generasi Milenial

Siti Jami'atul; Ida Farida Oesman

doi:10.32493/drb.v8i5.53867

Authors

Siti Jami'atul Universitas Indonesia Membangun
Ida Farida Oesman Universitas Indonesia Membangun

DOI:

https://doi.org/10.32493/drb.v8i5.53867

Keywords:

Gaya Hidup; Niat Beli; Kesediaan Membayar Lebih

Abstract

Penelitian ini menganalisis pengaruh gaya hidup terhadap niat beli dan kesediaan membayar lebih pada produk tas kulit lokal Sukaregang, Garut, khususnya di kalangan perempuan milenial. Mengingat meningkatnya persaingan produk sejenis, pemahaman terhadap perilaku konsumen menjadi penting. Pendekatan kuantitatif digunakan melalui survei online dengan kuesioner terstruktur dan skala Likert (1–5). Sebanyak 230 responden dipilih menggunakan teknik purposive sampling. Data dianalisis dengan metode Structural Equation Modeling (SEM). Hasil menunjukkan bahwa gaya hidup berpengaruh positif dan signifikan terhadap niat beli. Niat beli selanjutnya berpengaruh signifikan terhadap kesediaan membayar lebih. Gaya hidup juga berdampak langsung terhadap kesediaan membayar lebih, meskipun lebih kecil dibandingkan pengaruh tidak langsung melalui niat beli. Analisis mediasi menunjukkan bahwa niat beli menjadi variabel perantara yang penting. Temuan ini menunjukkan bahwa strategi pemasaran perlu menekankan kesesuaian dengan gaya hidup konsumen dan membangun niat beli guna meningkatkan kesediaan membayar harga premium.

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