Andrianti, Stefanna Dewi and Dr. Riyanti Isaskar,, SP., M.Si and Neza Fadia Rayesa,, S.TP.,M.Sc (2022) Pengaruh Brand Awareness Dan Perceived Quality Terhadap Minat Beli Produk Fore Coffee Di Dki Jakarta. Sarjana thesis, Universitas Brawijaya.
Abstract
Semakin berkembang pesatnya industri kopi di Indonesia khususnya Kota Jakarta membuat persaingan menjadi lebih kompetitif. Setiap coffee shop dituntut harus memiliki keunggulan serta keunikan yang kompetitif dibandingkan dengan pesaingnya yang bergerak di bidang yang sama. Saat persaingan menjadi lebih kompetitif, peran brand awareness dan perceived quality sangatlah penting untuk mempengaruhi masyarakat agar melakukan proses pembelian serta membantu masyarakat dalam membedakan produk suatu coffee shop dengan yang lainnya. Hal ini menuntut setiap coffee shop agar meningkatkan brand awareness dan perceived quality mereka dengan strategi-strategi yang efektif agar mampu meningkatkan daya tarik konsumen untuk membeli produk. Penelitian ini menggunakan kuesioner online dalam mengumpulkan data yang terdiri dari sekumpulan pertanyaan yang akan dijawab dan diisi oleh pihak responden menggunakan google form. Pendekatan dalam penelitian ini menggunakan pendekatan kuantitatif. Penelitian ini dilakukan di Jakarta dimulai pada bulan November – Febuari 2022. Penelitian ini menggunakan Teknik non-probability sampling dengan metode purposive sampling dalam penentuan responden, jumlah responden dalam penelitian ini menggunakn rumus 5 x 12 (jumlah indikator) = 60 responden sehingga jumlah sampel minimum dalam penelitian ini yaitu 60 responden dengan kriteria berdomisili di Jakarta, responden minimal berusia 17tahun, dan responden sudah pernah membeli produk Fore Coffee. Analisis data dalam penelitian ini menggunakan metode SEM-PLS dan diolah menggunakan SmartPLS 3.0. Penelitian ini menggunakan toleransi kesalahan atau alpha sebesar 0,5. Variabel yang digunakan dalam penelitian ini ada 3 yaitu Brand Awareness (X 1 ), Perceived Quality (X 2 ) dan Minat Beli (Y 1 ). Hasil penelitian analisis SEM-PLS menunjukkan model tidak memiliki kolinieritas. Variabel brand awareness dan perceived quality memiliki hubungan positif dan signifikan terhadap minat beli. Hasil R-Square yakni 0,431, sedangkan hasil F-square brand awareness 0,189 memiliki pengaruh sedang dan variabel perceived quality 0,286 memiliki pengaruh sedang terhadap minat beli. Nilai Q- square 0,237, sedangkan nilai effect size q2 yakni variabel brand awareness dan perceived quality memiliki kategori kecil. Variabel brand awareness memiliki pengaruh positif serta signifikan dengan nilai koefisien jalur sebesar 0,354 dan p- value 0,000. Variabel perceived quality memiliki pengaruh positif serta signifikan dengan nilai koefisien jalur sebesar 0,435 dan p-value 0,000. Kata Kunci: Kesadaran Merek, Persepsi Kualitas, Minat Beli.
English Abstract
The rapid development of coffee industry in Indonesia, especially the city of Jakarta, makes competition more competitive. Every coffee shop are required to have competitive advantages and uniqueness compared to competitors who are engaged in the same field. When competition becomes more competitive, the role of brand awareness and perceived quality is very important to influence the public to make the purchase process and help the public in differentiating the product of a coffee shop from others. This requires every coffee shop to increase their brand awareness and perceived quality with effective strategies in order to increase the attractiveness of consumers to buy products. This study uses an online questionnaire in collecting data consisting of a set of questions that will be answered and filled out by the respondent using a google form. The approach in this study uses a quantitative approach. This research was conducted in Jakarta starting in November – February 2022. This study uses a non- probability sampling technique with purposive sampling method in determining respondents, the number of respondents in this study uses the formula 5 x 12 (number of indicators) = 60 respondents so that the minimum sample size in this study, 60 respondents with the criteria of being domiciled in Jakarta, respondents at least 17 years old, and respondents had bought Fore Coffee products. Analysis of the data in this study using the SEM-PLS method and processed using SmartPLS 3.0. This study uses an error tolerance or alpha of 0.5. There are 3 variables used in this study, namely Brand Awareness (X 1 ), Perceived Quality (X 2 ) and Purchase Intention (Y 1 ). The results of the SEM-PLS analysis showed that the model did not have collinearity. Brand awareness and perceived quality variables have a positive and significant relationship with buying interest. The R-Square result is 0.431, while the F-square result of 0.189 brand awareness has a moderate effect and the perceived quality variable 0.286 has a moderate effect on buying interest. The Q- square value is 0.237, while the effect size q2 value, namely the brand awareness and perceived quality variables, has a small category. The brand awareness variable has a positive and significant effect with a path coefficient value of 0.354 and a p- value of 0.000. The perceived quality variable has a positive and significant effect with a path coefficient value of 0.435 and a p-value of 0.000. Keywords: Brand Awareness, Perceived Quality, Purchase Intention.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522040097 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 20 Jul 2022 06:38 |
| Last Modified: | 20 Jul 2022 06:38 |
| URI: | http://repository.ub.ac.id/id/eprint/192411 |
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