Pengaruh Kualitas Produk, Harga, Dan Citra Merek Terhadap Preferensi Pembelian Cokelat Silverqueen Sebagai Produk Lokal Buatan Indonesia
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga, dan citra merek terhadap preferensi pembelian cokelat SilverQueen sebagai produk lokal buatan Indonesia. Dalam konteks citra merek, penelitian ini mempertimbangkan bagaimana persepsi konsumen terhadap produk lokal dibandingkan dengan merek internasional. Metode penelitian yang digunakan adalah kualitatif dengan wawancara mendalam kepada konsumen cokelat SilverQueen. Hasil penelitian menunjukkan bahwa kualitas produk, harga yang bersaing, dan identitas sebagai produk lokal memberikan dampak positif terhadap preferensi pembelian konsumen. Temuan ini memberikan wawasan berharga bagi pemasar dan produsen dalam memahami perilaku konsumen dan mengembangkan strategi untuk meningkatkan daya saing cokelat SilverQueen di pasar Indonesia.
Keywords: Kualitas produk, harga, citra merek, preferensi pembelian, produk lokal, SilverQueen
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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