JUDUL ARTIKEL SOLO TEA: PENGARUH SOSIAL MEDIA, HARGA DAN KEPERCAYAAN KONSUMEN TERHADAP MINAT BELI PRODUK TEH SOLO KUDUS

Abstrak

Perkembangan industri minuman kekinian di Indonesia mengalami persaingan yang sangat ketat akibat maraknya outlet sejenis, sehingga memicu penurunan tren usaha. Penelitian ini bertujuan untuk menganalisis dan menguji pengaruh variabel Sosial Media (X_1), Harga (X_2), dan Kepercayaan Konsumen / Brand Trust (X_3) terhadap Minat Beli (Y) produk Es Teh Solo di Kota Kudus. Penelitian ini menggunakan pendekatan kuantitatif dengan data primer yang diperoleh melalui kuesioner berbasis Skala Likert 5 poin secara daring via Google Form. Populasi penelitian adalah masyarakat Kota Kudus yang mengenal atau pernah membeli Es Teh Solo, dengan penentuan sampel menggunakan purposive sampling dan rumus Slovin sehingga diperoleh 100 responden. Teknik analisis data dilakukan menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) melalui program SmartPLS.

The development of the contemporary beverage industry in Indonesia is experiencing intense competition due to the proliferation of similar outlets, triggering a decline in business trends. This study aims to analyze and examine the effect of Social Media (X_1), Price (X_2), and Consumer Trust / Brand Trust (X_3) variables on the Purchase Intention (Y) of Solo Tea products in Kudus City. This study uses a quantitative approach with primary data obtained through a 5-point Likert Scale-based questionnaire online via Google Form. The study population comprises the people of Kudus City who are familiar with or have purchased Solo Tea, with sample determination using purposive sampling and the Slovin formula, resulting in 100 respondents. Data analysis techniques were carried out using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) via the SmartPLS program.