PENGARUH IKLAN, CITRA DAN KEPERCAYAAN MEREK SERTA HARGA TERHADAP MINAT BELI KOPI SIAP MINUM NESCAFE DI DESA PERLABIAN

Mhd Hadi Wibowo, NPM 1901100073 (2023) PENGARUH IKLAN, CITRA DAN KEPERCAYAAN MEREK SERTA HARGA TERHADAP MINAT BELI KOPI SIAP MINUM NESCAFE DI DESA PERLABIAN. Tugas_ Akhir (Artikel) IIJSE : Indonesian Interdisciplinary Journal Of Sharia Economics, 6 (2). pp. 1-17. ISSN 2621-606X (e-ISSN)

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Abstract

Minat beli merupakan respon atau suatu proses yang efektif saat menyukai suatu produk. Minat beli dipengaruhi oleh iklan, citra dan kepercayaan merek serta harga produk. Penelitian ini bertujuan untuk mengetahui pengaruh iklan, citra dan kepercayaan merek serta harga terhadap minat beli kopi siap minum nescafe di Desa Perlabian. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan cara pengumpulan data menggunakan instrument kuesioner. Populasi pada penelitian ini adalah masyarakat Desa Perlabian. Penentuan sampel menggunakan metode non probability sampling dengan teknik purposive sampling sehingga diperoleh sampel berjumlah 100 responden. Data diperoleh dari hasil kuesioner menggunakan google formulir. Data dianalisis dengan teknik pengujian instumen (uji validitas dan uji reliabilitas), uji regresi linear, uji asumsi klasik (normalitas dan heteroskedastisitas), dan uji hipotesis (koefisien determinasi) menggunakan bantuan SPSS. Hasil penelitian menunjukkan simultan variabel iklan, citra merek, kepercayaan merek, dan harga produk berpengaruh signifikan terhadap minat beli. Sedangkan secara parsial hanya variabel iklan, kepercayaan merek, dan harga produk yang berpengaruh signifikan terhadap minat beli kopi siap minum Nescafe di Desa Perlabian sementara variabel citra merek tidak berpengaruh. Perusahaan perlu meningkatkan citra merek yang dimiliki oleh produk nescafe siap minum khususnya bagi masyarakat Desa Perlabian agar masyarakat menjadikan produk nescafe siap minum sebagai pilihan utama. Kata Kunci : Iklan,Citra Merek, Kepercayaan Merek, Harga, Minat Beli ================================================= Purchase intention is a response or an effective process when liking a product. Purchase intention is influenced by advertising, brand image and trust and product prices. This study aims to determine the effect of advertising, brand image and trust and price on buying intention of ready-to-drink Nescafe coffee in Perlabian Village. The method used in this study is a quantitative method by collecting data using a questionnaire instrument. The population in this study is the Perlabian Village community. Determination of the sample using non-probability sampling method with purposive sampling technique in order to obtain a sample of 100 respondents. Data obtained from the results of a questionnaire using the Google form. Data were analyzed using instrument testing techniques (validity and reliability tests), linear regression tests, classical assumption tests (normality and heteroscedasticity), and hypothesis testing (coefficient of determination) using SPSS. The results showed that the simultaneous variables of advertising, brand image, brand trust, and product prices have a significant effect on purchase intention. Meanwhile, partially, only advertising, brand trust, and product prices have a significant effect on the intention to buy Nescafe ready-to-drink coffee in Perlabian Village, while the brand image variable has no effect. Companies need to improve the brand image owned by ready-to-drink Nescafe products, especially for the people of Perlabian Village so that people make ready-to-drink Nescafe products their first choice. Keywords: Advertising, Brand Image, Brand Trust, Price, Purchase Intention

Item Type: Article
Uncontrolled Keywords: Iklan,Citra Merek, Kepercayaan Merek, Harga, Minat Beli ======================= Advertising, Brand Image, Brand Trust, Price, Purchase Intention
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Unnamed user with email repository@ulb.ac.id
Date Deposited: 27 Jul 2023 10:09
Last Modified: 27 Jul 2023 10:09
URI: http://repository.ulb.ac.id/id/eprint/198

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