PENGARUH BRAND AWARANESS, PERSEPSI HARGA DAN WORD OF MOUTH TERHADAP PROSES KEPUTUSAN PEMBELIAN
(Studi Kasus Pada Pelanggan Kopi Starbucks Harapan Indah Bekasi)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Kurniawati, Fina
Subject
Manajemen Pemasaran
Datestamp
2021-12-13 07:02:57
Abstract :
ABSTRAK Penelitian ini bertujuan untuk menguji apakah terdapat pengaruh yang signifikan antara brand awareness, persepsi harga, dan word of mouth terhadap proses keputusan pembelian coffee di Starbucks Harapan Indah Bekasi. Penelitian ini menggunakan teknik purposive sampling dengan menggunakan rumus MOE sehingga sampel diperoleh 97 responden jenis penelitian yang digunakan asosiatif pendekatan kuantitatif, yang diukur menggunakan Koefisien Determinasi dengan SPSS 22.00 dengan pengujian hipotesis menggunakan uji t. Teknik pengumpulan data menggunakan metoda survey dengan pengamatan langsung dan menyebar kuisioner kepada para responden. Hasil penelitian membuktikan bahwa: (1) Brand Awareness secara parsial berpengaruh signifikan terhadap proses keputusan pembelian coffee di Starbucks Harapan Indah; (2) Persepsi Harga secara parsial tidak berpengaruh signifikan terhadap proses keputusan pembelian coffee di Starbucks Harapan Indah; (3) Word of Mouth secara parsial berpengaruh signifikan terhadap Proses Keputusan Pembelian coffee di Starbucks Harapan Indah; (4) Secara simultan antara Brand Awareness, Persepsi Harga, dan Word of Mouth berpengaruh signifikan terhadap Proses Keputusan Pembelian coffee di Starbucks Harapan Indah. Kata Kunci: Brand Awareness, Persepsi Harga, Word of Mouth, Proses Keputusan Pembelian ABSTRACT This study aims to examine whether there is a significant influence between brand awareness, price perception, and word of mouth on the coffee buying decision process at Starbucks Harapan Indah Bekasi. This study used a purposive sampling technique using the MOE formula so that the sample was obtained by 97 respondents the type of research used an associative quantitative approach, which was measured using the Coefficient of Determination with SPSS 22.00 with hypothesis testing using the t test. Data collection techniques using survey methods with direct observation and distributing questionnaires to the respondents. The results of the study prove that: (1) Brand Awareness partially has a significant effect on the coffee buying decision process at Starbucks Harapan Indah; (2) Price perception partially does not significantly influence the coffee buying decision process at Starbucks Harapan Indah; (3) Word of Mouth partially has a significant effect on the coffee buying decision process at Starbucks Harapan Indah; (4) Simultaneously between Brand Awareness, Price Perception, and Word of Mouth significantly influence the coffee buying decision process at Starbucks Harapan Indah. Keywords: Brand Awareness, Price Perception, Word of Mouth, Purchase Decision Processes
ABSTRAK Penelitian ini bertujuan untuk menguji apakah terdapat pengaruh yang signifikan antara brand awareness, persepsi harga, dan word of mouth terhadap proses keputusan pembelian coffee di Starbucks Harapan Indah Bekasi. Penelitian ini menggunakan teknik purposive sampling dengan menggunakan rumus MOE sehingga sampel diperoleh 97 responden jenis penelitian yang digunakan asosiatif pendekatan kuantitatif, yang diukur menggunakan Koefisien Determinasi dengan SPSS 22.00 dengan pengujian hipotesis menggunakan uji t. Teknik pengumpulan data menggunakan metoda survey dengan pengamatan langsung dan menyebar kuisioner kepada para responden. Hasil penelitian membuktikan bahwa: (1) Brand Awareness secara parsial berpengaruh signifikan terhadap proses keputusan pembelian coffee di Starbucks Harapan Indah; (2) Persepsi Harga secara parsial tidak berpengaruh signifikan terhadap proses keputusan pembelian coffee di Starbucks Harapan Indah; (3) Word of Mouth secara parsial berpengaruh signifikan terhadap Proses Keputusan Pembelian coffee di Starbucks Harapan Indah; (4) Secara simultan antara Brand Awareness, Persepsi Harga, dan Word of Mouth berpengaruh signifikan terhadap Proses Keputusan Pembelian coffee di Starbucks Harapan Indah. Kata Kunci: Brand Awareness, Persepsi Harga, Word of Mouth, Proses Keputusan Pembelian ABSTRACT This study aims to examine whether there is a significant influence between brand awareness, price perception, and word of mouth on the coffee buying decision process at Starbucks Harapan Indah Bekasi. This study used a purposive sampling technique using the MOE formula so that the sample was obtained by 97 respondents the type of research used an associative quantitative approach, which was measured using the Coefficient of Determination with SPSS 22.00 with hypothesis testing using the t test. Data collection techniques using survey methods with direct observation and distributing questionnaires to the respondents. The results of the study prove that: (1) Brand Awareness partially has a significant effect on the coffee buying decision process at Starbucks Harapan Indah; (2) Price perception partially does not significantly influence the coffee buying decision process at Starbucks Harapan Indah; (3) Word of Mouth partially has a significant effect on the coffee buying decision process at Starbucks Harapan Indah; (4) Simultaneously between Brand Awareness, Price Perception, and Word of Mouth significantly influence the coffee buying decision process at Starbucks Harapan Indah. Keywords: Brand Awareness, Price Perception, Word of Mouth, Purchase Decision Processes
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