Consumer Perceived Value, Attitude, Trust and Purchase Intention of Kuku Bima Ener-G Product

Consumers are the target of all marketing activities; thus, it is important for marketers to understand consumer behaviours and perceptions. These considerations relate to a consumer's desire to purchase a product. The purpose of this study is to know the perception from the consumer profile, in this case, the socioeconomic characteristics of respondents toward a popular energy drink brand from Sido Muncul, i.e., Kuku Bima Ener-G, and to identify the impact of all variables, i.e., perceived value, attitude, and trust, toward purchase intention of that product as well. The research methods used are descriptive analysis and multiple regression. Using the nonprobability sampling technique to gather 181 respondents, the results obtained the three dominant factors from each variable and a description of the dominant characteristics from respondents; thus, we found a significant influence among all independent variables on purchasing decisions of energy drinks products.