Pengaruh Citra Merek, Kualitas Produk, dan Social Media Marketing Terhadap Keputusan Pembelian Point Coffee di Kota Semarang

Authors

  • Lusi Setia Anggi Program Studi Manajemen -S1, Fakultas Ekonomidan Bisnis, Universitas Dian Nuswantoro Semarang
  • Handy Nur Cahya Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro
  • Diana Aqmala Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro
  • Haunan Damar Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro

Keywords:

citra merek, kualitas produk, social media marketing, keputusan pembelian

Abstract

The food and beverage industry in Indonesia is currently developing very rapidly, one of which is Point Coffee. The increase in the coffee shop business in Indonesia has resulted in increasingly tight competition in the coffee shop business. This shows that purchasing decisions in the coffee shop business are quite high. The existence of intense business competition motivates Point Coffee shops to continue to innovate in an effort to attract buying interest from consumers. The aim of this research is to determine the influence of Brand Image, Product Quality and Social Media Marketing on Point Coffee Purchasing Decisions in Semarang City. In this research, the sample method is purposive sampling, namely the researcher uses his own judgment to deliberately select members of the population who are believed to be likely to provide information, so that the selected respondents meet the sampling criteria for this research. In the sampling process, the sampling strategy is referred to as “sampling that meets the criteria”. The sample was taken from 130 respondents by distributing a questionnaire containing several statements via Google Form. The analysis program used is IBM SPSS statistics 26 using descriptive analysis, instrument testing, multiple linear analysis, hypothesis testing, and coefficient of determination. The results of this research show that brand image, product quality and social media marketing have a positive and significant influence on purchasing decisions. Industri makanan dan minuman di Indonesia saat ini berkembang begitu pesat, salah satunya yaitu Point Coffee. Terjadinya peningkatan bisnis kedai kopi di Indonesia berdampak pada semakin ketatnya persaingan bisnis kedai kopi. Hal ini menunjukan bahwa keputusan pembelian pada bisnis kedai kopi cukup tinggi. Adanya persaingan bisnis yang ketat memotivasi kedai Point Coffee untuk terus melakukan inovasi sebagai upaya menarik minat beli dari konsumen. Tujuan dalam penelitian ini adalah untuk mengetahui pengaruh Citra Merek, Kualitas Produk dan Social Media Marketing terhadap Keputusan Pembelian Point Coffee di Kota Semarang. Dalam penelitian ini, metode sampel purposive sampling yakni peneliti mempergunakan penilaiannya sendiri untuk secara sengaja memilih anggota populasi yang dipercaya mungkin memberikan informasi, sehingga responden yang dipilih memenuhi kriteria pengambilan sampel untuk penelitian ini. Dalam proses pengambilan sampel, strategi pengambilan sampel yang disebut sebagai “pengambilan sampel yang memenuhi kriteria”. Sampel yang diambil 130 responden dengan menyebarkan kuesioner berisi beberapa pernyataan melalui google form. Program analisis yang digunakan IBM SPSS statistic 26 dengan menggunakan analisis deskriptif, uji instrument, analisis linier berganda, uji hipotesis, dan koefesien determinasi. Hasil penelitian ini menunjukan bahwa berpengaruh positif dan signifikan antara Citra Merek, Kualitas Produk dan Social Media Marketing Terhadap Keputusan Pembelian.

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Published

2024-09-06

How to Cite

Anggi, L. S., Cahya, H. N., Aqmala, D., & Damar, H. (2024). Pengaruh Citra Merek, Kualitas Produk, dan Social Media Marketing Terhadap Keputusan Pembelian Point Coffee di Kota Semarang. Jurnal Ekonomi Dan Bisnis, 3(3), 166–181. Retrieved from https://publikasi.dinus.ac.id/index.php/JEKOBS/article/view/11479

Issue

Vol. 3 No. 3 (2024): Jurnal Ekonomi dan Bisnis

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Articles

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