Audy, Aldelania and Anni Rahimah, Dr. S.AB., M.AB., Ph.D. (2023) Pengaruh Co-branding dan Brand Prestige Terhadap Perceived Quality dan Keputusan Pembelian (Survei pada Pelanggan Starbucks Kemasan Ready to Drink). Sarjana thesis, Universitas Brawijaya.
Abstract
Meningkatnya jumlah konsumsi kopi di Indonesia membuat para pelaku industri makanan dan minuman saling bersaing untuk mempertahankan konsumennya serta merambah pasar baru. Dari fenomena tersebut, perusahaan kopi seperti Starbucks menerapkan strategi Co-branding bersama Nestle yang merupakan produsen makanan dan minuman terkemuka di dunia, dengan meluncurkan produk baru berupa kemasan siap minum (ready to drink). Tujuan dari penelitian ini adalah untuk menganalisis dan menjelaskan masing-masing pengaruh Co-branding terhadap Perceived Quality, pengaruh Brand Prestige terhadap Perceived Quality, pengaruh Co-branding terhadap Keputusan Pembelian, pengaruh Brand Prestige terhadap Keputusan Pembelian, dan pengaruh Perceived Quality terhadap Keputusan Pembelian. Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah konsumen produk Starbucks kemasan ready to drink yang berusia 17 tahun ke atas dan berdomisili di Kota Malang. Sampel yang digunakan pada penelitian ini berjumlah 116 responden yang diambil dengan menggunakan teknik purposive sampling dan metode pengumpulan data menggunakan survei melalui kuesioner. Jenis analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif menggunakan analisis SEM-PLS dengan software SmartPLS 3. Hasil dari penelitian ini menunjukkan bahwa: 1) Co-branding memiliki pengaruh signifikan terhadap Perceived Quality, 2) Brand Prestige berpengaruh signifikan terhadap Perceived Quality, 3) Co-branding memiliki pengaruh signifikan terhadap Keputusan Pembelian, 4) Brand Prestige berpengaruh namun tidak signifikan terhadap Keputusan Pembelian, dan 5) Perceived Quality memiliki pengaruh signifikan terhadap Keputusan Pembelian.
English Abstract
The increasing coffee consumption in Indonesia has made players in the food and beverage industry compete to retain customers and penetrate new markets. From this phenomenon, coffee companies such as Starbucks implemented a Co-branding strategy with Nestle, which is the world's leading food and beverage producer, by launching new products ready-to-drink packaging This research’s objective is to analyze and explain each hypothesis: the impact of Co-branding on Perceived Quality, the impact of Brand Prestige on Perceived Quality, the impact of Co-branding on Purchase Decision, the impact of Brand Prestige on Purchase Decision, dan impact of Perceived Quality on Purchase Decision. This research used explanatory research with quantitative approach. The population in this research were consumers of Starbucks ready-to-drink products, aged 17 years and over and domiciled in Malang. The sample that used for this research are 116 respondents taken by using purposive sampling and data collection method using a survey method with questionnaire. This research is analyzed by descriptive analysis and SEM-PLS analysis with SmartPLS 3 software. The results showed that: 1) Co-branding has a significant impact on Perceived Quality, 2) Brand Prestige has and significant impact on Perceived Quality, 3) Co-branding has a significant impact on Purchase Decision, 4) Brand Prestige has an effect but not significant on variable Purchase Decision, and 5) Perceived Quality has significant impact on Purchase Decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030306 |
| Uncontrolled Keywords: | Co-branding, Brand Prestige, Perceived Quality, Keputusan Pembelian |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 21 Dec 2023 06:53 |
| Last Modified: | 21 Dec 2023 06:53 |
| URI: | http://repository.ub.ac.id/id/eprint/205608 |
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