PERAN CONSUMER ATTITUDE SEBAGAI VARIABEL MEDIASI ANTARA HEALTH CONSCIOUSNESS DAN BRAND IMAGE TERHADAP PURCHASE ITENTION PRODUK PURE MATCHA DI KALANGAN GENERASI Y DAN Z

Esti Maulida  Apriliana; Laily  Muzdalifah

doi:10.34127/jrlab.v15i2.2321

Authors

Esti Maulida Apriliana Universitas Nahdlatul Ulama Sidoarjo
Laily Muzdalifah Universitas Nahdlatul Ulama Sidoarjo

DOI:

https://doi.org/10.34127/jrlab.v15i2.2321

Keywords:

Health Consciousness, Brand Image, Consumer Attitude, Purchase Intention, Pure Matcha

Abstract

The focus of this study is to examine the influence of health consciousness and brand image on purchase intention, with consumer attitude acting as a mediating variable, regarding pure matcha products among Generation Y and Z. The background to this study relates to the increasing demand for pure matcha driven by health consciousness among Generation Y and Z. A survey was conducted among 140 respondents from Generation Y and Z using a quantitative research approach. The data were analysed using Structural Equation Modelling (SEM) supported by SmartPLS software. The results of the study indicate that Health Consciousness and Brand Image have a positive and significant influence on Consumer Attitude. Furthermore, Brand Image and Consumer Attitude were found to have a positive and significant influence on Purchase Intention, whilst Health Consciousness did not have a significant direct influence on Purchase Intention. Further findings indicate that Consumer Attitude mediates the influence of Brand Image on Purchase Intention. This research suggests that building a strong brand image and managing consumer attitudes are key components in enhancing the intention to purchase pure matcha products particularly among Generation Y and Z

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PERAN CONSUMER ATTITUDE SEBAGAI VARIABEL MEDIASI ANTARA HEALTH CONSCIOUSNESS DAN BRAND IMAGE TERHADAP PURCHASE ITENTION PRODUK PURE MATCHA DI KALANGAN GENERASI Y DAN Z

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