RIZKI, DIONA (2019) PENGARUH KREDIBILITAS ENDORSEMENT DAN BRAND IMAGE TERHADAP MINAT PEMBELIAN PADA PRODUK TOP KOPI DI KABUPATEN BOGOR. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of the packaging coffee industry in Indonesia is quite rapid. Increasing the standard of living of the Indonesian people and lifestyle changes, changing the perception of coffee in the eyes of the people not only as a drink that can be drunk at night, but already like a drink that can be drunk every time. Increasingly high people's lifestyles will provide an increase in instant products The population and sample used in this study were people who had taken and seen the Good Day coffee version of Iwan Fals, had ages between 15-35 years and lived in the city of Bogor. The sampling technique in this study is non-probability sampling. The technique chosen is purposive sampling, because there are several considerations or criteria used to determine sample members and samples that are easily found. There is an effect of Endorsement Credibility variable on the Purchase Interest variable which is proven by using multiple linear regression testing. The results of multiple linear regression analysis have shown that the Endorsement Credibility variable has a greater influence than the other independent variables namely Brand Image in influencing the dependent variable which is equal to 0.491. There is an influence of the Brand Image variable on the Interest variable of this Purchase evidenced by using multiple linear regression testing. The results of multiple linear regression analysis have been carried out that the Brand Image variable has an effect that is not too large compared to the other independent variables in influencing the dependent variable which is equal to 0.165. Keywords: Coffee, Top Coffee, Endorsement Credibility, Brand Image, Purchase Interest Perkembangan industri kopi kemasan di Indonesia cukup pesat. Meningkatnya taraf hidup masyarakat Indonesia dan perubahan gaya hidup, merubah persepsi kopi di mata masyarakat bukan hanya sebagai minuman yang dapat diminum pada malam hari, tetapi sudah seperti minuman yang dapat diminum setiap waktu. Gaya hidup masyarakat yang semakin tinggi, akan memberikan peningkatan terhadap produk yang serba instan Populasi dan sampel yang digunakan pada penelitian ini adalah orang yang pernah meminum dan melihat iklan kopi Good Day versi Iwan Fals, memiliki usia antara 15-35 tahun dan tinggal di Kota Bogor. Teknik sampling dalam penelitian ini adalah non-probability sampling. Teknik yang dipilih adalah purposive sampling, karena ada beberapa pertimbangan atau kriteria yang digunakan untuk menentukan anggota sampel dan sampel yang mudah ditemui. Terdapat pengaruh dari variabel Kredibilitas Endorsement terhadap variabel Minat Pembelian ini dibuktikan dengan menggunakan pengujian regresi linear berganda. Hasil analisis regresi linear berganda yang telah dilakukan menunjukkan bahwa variabel Kredibilitas Endorsement memiliki pengaruh lebih besar dari variabel independen yang lain yaitu Brand Image dalam mempengaruhi variabel dependen yakni sebesar 0,491. Terdapat pengaruh dari variabel Brand Image terhadap variabel Minat Pembelian ini dibuktikan dengan menggunakan pengujian regresi linear berganda. Hasil analisis regresi linear berganda yang telah dilakukan bahwa variabel Brand Image memiliki pengaruh yang tidak terlalu besar dibanding variabel independen yang lain dalam mempengaruhi variabel dependen yakni sebesar 0,165. Kata Kunci : Kopi, Top Kopi, Kredibilitas Endorsement, Brand Image, Minat Pembelian.
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