PENGARUH PERSEPSI KUALITAS, WORD OF MOUTH, DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK LUWAK WHITE KOFFIE
Abstract
ABSTRACTLuwak White Koffie is the first instant white coffee in Indonesia produced by PT Java Prima Abadi in 2015 and has been able to become a top brand every year until now for the white coffee category. This study aims to analyze the effect of perceived quality, word of mouth, and advertising on purchasing decisions of Luwak White Koffie in Semarang. This study has a sample of 100 who are consumers of Luwak White Koffie in Semarang with a minimum age of 18 years and have consumed Luwak White Koffie at least 2 times. The data is processed by multiple linear regression analysis method. The hypothesis proposed is the perception of quality, word of mouth, and advertising each has a positive effect on purchasing decisions. The results showed that the word of mouth variable had a negative and insignificant effect on purchasing decisions for Luwak White Koffie in Semarang and the hypothesis was rejected. While the perception of quality and advertising have a positive and significant effect on purchasing decisions Luwak White Koffie in Semarang so that the hypothesis is accepted.Keywords: Perceived Quality; Word of Mouth; Advertising; Buying DecisionABSTRAKLuwak White Koffie adalah kopi putih instan pertama di Indonesia yang diproduksi oleh PT Java Prima Abadi pada tahun 2015 dan mampu menjadi top brand setiap tahunnya hingga saat ini untuk kategori kopi putih. Penelitian ini bertujuan untuk menganalisis pengaruh dari persepsi kualitas, word of mouth, dan iklan terhadap keputusan pembelian Luwak White Koffie di Semarang. Penelitian ini memiliki sampel sejumlah 100 yang merupakan konsumen Luwak White Koffie di Semarang dengan usia minimal 18 tahun dan sudah pernah mengonsumsi Luwak White Koffie minimal 2 kali. Data diolah dengan metode analisis regresi linier berganda. Hipotesis yang diajukan adalah persepsi kualitas, word of mouth, dan iklan masing-masing berpengaruh positif terhadap keputusan pembelian. Hasil penelitian menunjukkan bahwa variabel word of mouth berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian Luwak White Koffie di Semarang dan hipotesis ditolak. Sedangkan persepsi kualitas dan iklan berpengaruh positif dan signifikan terhadap keputusan pembelian Luwak White Koffie di Semarang sehingga hipotesis diterima.Kata Kunci: Persepsi Kualitas; Word of Mouth; Iklan; Keputusan PembelianReferences
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