NIAT MEMBELI PRODUK KOPI YANG DIMEDIASI OLEH CITRA MEREK

Selina Selina; Renza Fahlevi; Fitriana Aidnilla Sinambela

doi:10.35906/jep.v10i2.2153

NIAT MEMBELI PRODUK KOPI YANG DIMEDIASI OLEH CITRA MEREK

Selina Selina, Renza Fahlevi, Fitriana Aidnilla Sinambela

Abstract

ABSTRAK

Banyak perusahaan FnB memperkuat teknologinya masing-masing, termasuk didalamnya bisnis coffee shop. Beberapa perusahaan coffee shop yang membuat aplikasi digital diantaranya Tomoro Coffee, Kopi Kenangan, Janji Jiwa, Starbuck dan Fore. Tujuan pemasaran melalui aplikasi digital adalah untuk memudahkan perusahaan menjangkau konsumennya secara online. Teknologi yang dimiliki oleh perusahaan coffee shop juga dimanfaatkan untuk mengembangkan strategi pemasaran digital yang dikhususkan pada pemasaran dengan konten digital didalam media sosial. Semakin banyaknya coffee shop yang tersebar diseluruh Indonesia, mendorong para perusahaan coffee shop untuk melakukan inovasi dan terobosan agar dapat memenangkan kompetisi bisnis. Banyak penelitian telah mengkaji perilaku konsumen dalam membeli produk kopi. Penelitian ini merupakan penelitian kuantitatif yang bertujuan untuk mengukur relasi antara variabel social media marketing, e-wom, brand awareness, harga, dan kualitas produk terhadap niat membeli yang dimediasi oleh brand image. Data diperoleh dengan mendistribusikan kuesioner kepada 303 responden, yang merupakan konsumen coffee shop di Batam. Pengambilan sampel penelitian yang dipakai adalah metode purposive sampling. Analisis data dilakukan menggunakan SEM-PLS. Adapun hasil penelitian menunjukkan bahwa variabel social media marketing, harga, e-wom, brand awareness dan kualitas produk memiliki pengaruh positif dan signifikan terhadap variabel brand image. Selanjutnya, niat pembelian konsumen juga dipengaruhi oleh brand image. Selain itu, analisis hubungan pengaruh tidak langsung menjelaskan bahwa brand image memediasi hubungan signifikan terhadap variabel social media marketing, harga, e-wom, brand awareness terhadap niat membeli namun tidak signifikan untuk varabel kualitas produk. Temuan ini sejalan dengan literatur sebelumnya dan diharapkan dapat menjadi wawasan bagi pengelola coffee shop dalam mengoptimalkan strategi pemasaran mereka untuk meningkatkan niat pembelian konsumen.

Kata Kunci: Brand Image, Coffee Shop dan Niat membeli

ABSTRACT

Many FnB companies are strengthening their respective technologies, including the coffee shop business. Some coffee shop companies that create digital applications include Tomoro Coffee, Kopi Kenangan, Janji Jiwa, Starbucks and Fore. The purpose of marketing through digital applications is to make it easier for companies to reach their consumers online. The technology owned by coffee shop companies is also used to develop digital marketing strategies that are specifically focused on marketing with digital content on social media. The increasing number of coffee shops spread throughout Indonesia has encouraged coffee shop companies to innovate and make breakthroughs in order to win the business competition. Many studies have examined consumer behavior in buying coffee products. This research is a quantitative methode that aims to measure the influence between variables such as social media marketing, price, e-wom, brand awareness, and product quality on purchase intention mediated by brand image. Data were obtained by distributing questionnaires to 303 respondents, who were coffee shop customers in Batam. The research sample was taken using a purposive sampling method. Data analysis was process using SPSS and SEM-PLS application. The final results showed that the variables social media marketing, price, e-wom, brand awareness and product quality had a positive and significant influence on brand image. Furthermore, consumer purchase intention was also influenced by brand image. In addition, the analysis of the indirect influence relationship explained that brand image significantly mediated the influence of social media marketing, price, e-wom, brand awareness on purchase intention, but was not significant for product quality variable. The final result in line with previous literature and are expected to be practical insights for coffee shop managers in optimizing their marketing strategies to increase consumer purchase intention.

Keywords: Brand Image, Coffee Shop and Purchase Intention

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