Keputusan Generasi Milenial dalam Membeli Makanan Ringan Otti Chips Melalui Kepedulian Sosial

Abstract

This study aimed to find out the millennial generation's decision in purchasing the snacks called “Otti Chips” through their social awareness. In finding out that problem, a quantitative approach used for its methodological aspects and an Islamic economics for its scientific aspects. There were ten hypotheses proposed in this study but only two that showed signifigant results and three that had positive results, and of course the statistical data needed to respond to those hypotheses, in which they were collected with a closed questionnaire technique which was constructed through three exogenous variables (product quality, brand image and sharia attributes), one endogenous variable (millennial generation's decision in purchasing Otti Chips), and one intervening variable (social awareness) with the support of a randomly selected sample of 200 respondents of millennial generation in South Sulawesi Province. Before being presented, the data were analyzed through three tests, they were EFA, CFA and SEM tests by using LISREL application version of 8.70. The redult of the study showed that the product quality (X1) had positive effect on the millennial generation's decision in purchasing Otti Chips (Y2), social awareness (Y1) had a positive effect on the millennial generation's decision in purchasing Otti Chips (Y2), Brand Image (X2) had a positive and significant effect on social awareness of the millenial generation in South Sulawesi (Y1), Brand Image (X2) had positive effect on the millennial generation's decision in purchasing Otti Chips (Y2) through the mediation of social awareness (Y1), and Sharia attributes (X3) had positive effect on the millennial generation's decision in purchasing Otti Chips (Y2) through the mediation of social awareness (Y1). Penelitian ini bertujuan untuk mencari tahu keputusan generasi milenial dalam membeli makanan ringan “Otti Chips” melalui kepedulian sosial mereka. Untuk mengetahui permasalahan tersebut digunakan pendekatan kuantitatif untuk aspek metodologinya dan ekonomi Islam untuk aspek keilmuannya. Ada sepuluh hipotesis yang diajukan dalam penelitian ini tetapi hanya dua yang menunjukkan hasil yang signifikan dan tiga yang positif, dan tentunya data statistik yang diperlukan untuk menjawab hipotesis tersebut, yang dikumpulkan dengan teknik kuesioner tertutup yang dikonstruk melalui tiga variabel eksogen (kualitas produk, brand image dan atribut syariah), satu variabel endogen (keputusan generasi milenial dalam membeli Otti Chips), dan satu variabel intervening (kepedulian sosial) dengan dukungan sampel yang dipilih secara acak sebanyak 200 responden generasi milenial di Provinsi Sulawesi Selatan. Sebelum disajikan, data dianalisis melalui tiga pengujian yaitu uji EFA, CFA dan SEM dengan menggunakan aplikasi LISREL versi 8.70. Hasilnya menunjukkan bahwa kualitas produk (X1) berpengaruh positif terhadap keputusan generasi milenial dalam membeli Otti Chips (Y2), kepedulian sosial (Y1) berpengaruh positif terhadap keputusan generasi milenial dalam membeli Otti Chips (Y2), brand image (X2) berpengaruh positif dan signifikan terhadap kepedulian sosial generasi milenial di Sulawesi Selatan (Y1), brand image (X2) berpengaruh positif terhadap keputusan generasi milenial dalam membeli Otti Chips (Y2) melalui mediasi kepedulian sosial (Y1), dan atribut Syariah (X3) berpengaruh positif terhadap keputusan generasi milenial dalam membeli makanan ringan Otti Chips(Y2) melalui mediasi kepedulian sosial (Y1).

Keywords

• millenial generation, purchasing decisions, otti chips, south sulawesi.