Pengaruh Integrated Marketing Communication terhadap Minat Beli Konsumen melalui Persepsi Kualitas Produk serta Peran Komunikasi Penyuluhan Petani pada Beras Merah Tanahara

Sandi Panlevi

Abstract


Meningkatnya kesadaran masyarakat terhadap pola hidup sehat mendorong permintaan beras merah sebagai pangan fungsional. Dalam persaingan pasar yang semakin ketat, keberhasilan pemasaran tidak hanya ditentukan oleh kualitas produk, tetapi juga efektivitas komunikasi pemasaran dan dukungan kualitas dari sisi produksi. Penelitian ini bertujuan menganalisis pengaruh Integrated Marketing Communication (IMC) terhadap minat beli konsumen melalui persepsi kualitas produk pada Beras Merah Tanahara, serta mengidentifikasi peran komunikasi penyuluhan petani dalam menjaga kualitas produk. Penelitian menggunakan pendekatan mixed methods dengan 180 konsumen sebagai responden kuantitatif yang dianalisis menggunakan SEM-PLS, serta wawancara mendalam terhadap 12 petani mitra yang dianalisis secara tematik. Hasil penelitian menunjukkan bahwa IMC berpengaruh positif dan signifikan terhadap persepsi kualitas produk (β=0,719; p<0,001), persepsi kualitas berpengaruh terhadap minat beli (β=0,780; p<0,001), dan IMC juga berpengaruh langsung terhadap minat beli (β=0,132; p=0,038). Persepsi kualitas terbukti memediasi pengaruh IMC terhadap minat beli (β=0,561; p<0,001). Selain itu, komunikasi penyuluhan berperan penting dalam menjaga konsistensi kualitas melalui pendampingan budidaya, pengendalian mutu, dan penguatan kemitraan petani.

Keywords


Integrated Marketing Communication, persepsi kualitas produk, minat beli konsumen, komunikasi penyuluhan, beras merah

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DOI: http://dx.doi.org/10.25157/ma.v12i2.25017

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