How Consumer Perceptions of Fusion Drinks Lead to Consumer Purchasing Decisions?

Abstract

The lifestyle of the people is now influenced by modernization in various fields so that it encourages people to make adjustments by following developments that are happening in the current Covid 19 pandemic. Many foreign investors have finally competed to fill the Indonesian market in order to enliven the culinary competition of course. The trend of a popular fusion drink, namely Chat time, is one of the beverage trends that are currently mushrooming in various circles. Current consumer behavior has a special impact from the pandemic that occurs. Ironically, the Consumer Confidence Index (IKK) is decreasing in the current pandemic era, so that individual attitude patterns indirectly change the pattern of decisions that consumers usually make. This makes motivation and perceptions change automatically. This is a special challenge for the Food and Beverage industry in the future to be able to rebuild consumer perceptions in order to increase optimism. This study uses a descriptive method with a quantitative approach where research tries to describe a symptom, event and incident that is happening at the present time where the researcher tries to summarize the events and incidents that are the center of attention to then be described as they are by measuring the indicators of research variables so that they are obtained a description of these variables, to measure the dimensions to be studied.