BRAND AWARENESS, PERSEPSI KUALITAS, DAN ASOSIASI MEREK DALAM PASAR MINYAK GORENG LINTAS BATAS: BUKTI DARI SEBATIK, INDONESIA
DOI:
https://doi.org/10.35334/10kkqw28Keywords:
perdagangan eceran lintas batas, minyak goreng, ekuitas merek berbasis konsumen, persepsi kualitas, kesadaran merekAbstract
Pasar kebutuhan pokok lintas batas mempertemukan rumah tangga dengan merek domestik dan impor, sehingga pengenalan merek dan persepsi kualitas berpotensi menjadi bagian penting pengetahuan konsumen tentang merek. studi ini mengkaji hubungan kesadaran merek dan persepsi kualitas dengan asosiasi merek minyak goreng kemasan di Kecamatan Sebatik Utara, kawasan perbatasan Indonesia–Malaysia. Sebanyak 40 konsumen yang direkrut secara purposif mengisi kuesioner 12 butir dengan skala lima poin pada Januari–April 2025. Masing-masing konstruk diukur dengan empat butir. Skor responden dianalisis menggunakan regresi kuadrat terkecil biasa, statistik deskriptif, konsistensi internal, dan uji diagnostik. Rerata skor komposit berturut-turut adalah 11,23; 13,03; dan 13,50 dari maksimum 20. Model dengan dua prediktor menjelaskan 31,6% variasi asosiasi merek (R² tersesuaikan = 0,279; F(2,37) = 8,55; p < 0,001). Galat baku konvensional menunjukkan hubungan positif kesadaran merek (B = 0,309; p = 0,027) dan persepsi kualitas (B = 0,481; p = 0,003). Analisis sensitivitas dengan galat baku robust HC3 mempertahankan bukti untuk persepsi kualitas (p = 0,003), tetapi memperlemah bukti untuk kesadaran merek (p = 0,061). Koefisien alfa Cronbach per konstruk sebesar 0,57–0,69 juga menimbulkan persoalan pengukuran. Deskripsi lapangan mengidentifikasi distribusi melalui pedagang besar dan pengecer serta ketersediaan merek Indonesia dan Malaysia, tetapi pangsa pembelian tidak diukur. Temuan ini merupakan bukti awal yang terbatas pada konteks bahwa persepsi kualitas berkaitan dengan asosiasi merek dalam pasar perbatasan; kesimpulan lebih kuat tentang pemilihan merek ataupun hubungan kausal memerlukan instrumen tervalidasi dan sampel probabilitas yang lebih besar.
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