PENGARUH BRAND AWARENESS, ASOSIASI MEREK DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS COFFEE (Studi Pada Konsumen Starbucks di Jakarta Barat)

SULISTIANINGSIH, SULISTIANINGSIH (2021) PENGARUH BRAND AWARENESS, ASOSIASI MEREK DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS COFFEE (Studi Pada Konsumen Starbucks di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this research was to test and analyze the effect of Brand Awareness, Brand Association and Product Variations on Starbucks Coffee Purchase Decisions. The object of this research is Starbucks consumers in the West Jakarta area. This research was conducted on 120 respondents using a quantitative descriptive approach. The determination of this sample size is non-probability sampling using the purposive sampling technique. Methods of data collection using survey methods, with the research instrument is a questionnaire. The approach used in this research is Structural Equation Model (SEM) with Smart-PLS analysis tool. The results of this research prove that: (1) Brand Awareness has a positive and significant effect on purchasing decisions; (2) Brand Association has a positive and significant effect on purchasing decisions; (3) Product variation has a positive and significant effect on purchasing decisions. Keywords: Brand Awareness, Brand Association, Product Variation and Purchase Decision Tujuan dari penelitian ini untuk menguji dan menganalisis pengaruh Brand Awareness, Asosiasi Merek dan Variasi Produk terhadap Keputusan Pembelian Starbucks Coffee. Objek pada penelitian ini adalah konsumen Starbucks di daerah Jakarta Barat. Penelitian ini dilakukan terhadap 120 responden dengan menggunakan pendekatan deskriptif kuantitatif. Penentuan ukuran sampel ini yaitu non probability sampling dengan menggunakan teknik Purposive Sampling. Metode pengumpulan data menggunakan metode survei, dengan instrument penelitian adalah kuesioner. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian ini membuktikan bahwa : (1)Brand Awareness berpengaruh positif dan signifikan terhadap keputusan pembelian; (2)Asosiasi Merek berpengaruh positif dan signifikan terhadap keputusan pembelian; (3)Variasi Produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Brand Awareness, Asosiasi Merek, Variasi Produk dan Keputusan Pembelian

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