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Pengaruh Brand Image, Instagram Advertising Media Dan Product Quality Terhadap Keputusan Pembelian Produk Kopi Di Blend Coffe Padang

Author

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  • Pribadi, Jeniver
  • Magdalena, Maria
  • Tanjung, Mariani St.B

Abstract

Penelitian ini memiliki rumusan masalah: 1 Seberapa besar pengaruh brand image terhadap keputusan pembelian produk blend coffe, 2 Seberapa besar pengaruh Instagram advertising media terhadap keputusan pembelian produk blend coffe, 3 Seberapa besar pengaruh product quality terhadap keputusan pembelian produk blend coffe. Penelitian ini dikategorikan sebagai penelitian deskriptif kuantitatif, dimana instrumen penelitian ini berupa kuesioner. Populasi dalam penelitian ini adalah pelangan di café blend Teknik pengambilan sampel mengunakan rumus slovin, dengan jumlah sampel 100 responden. Kemudian dilakukan analisis terhadap data-data yang diperoleh meliputi uji validitas, uji reliabilitas,dan uji TCR, uji asumsi klasik lewat uji normalitas data, uji heteroskedastistas dan uji multikolinearitas,uji regresi berganda, uji hipotesis lewat uji F , uji t dan uji analisis koefisien determinasi (R2), diolah sehingga menghasilkan persamaan regresi sebagai berikut : Y= 1,420 + 0,488 X1 + 0,369 X2 + 0,636 X3. Hasil analisis mendapatkan bahwa ketiga factor citra merek, media iklan Instagram dan kulitas produk memiliki pengaruh positif dan signifikan terhadap Keputusan pembelian. Pengujian hipotesis menggunakan uji t menunjukkan bahwa ketiga variabel independen yang diteliti terbukti secara signifikan mempengaruhi variabel dependen Keputusan pembelian. Kemudian melalui uji F dapat diketahui bahwa variable citra merek, media iklan Instagram berpengaruh signifikan secara bersamasama dalam Keputusan pembelian, angka R2 sebesar 0,296 hal ini menggandung arti bahwa pengaruh variabale citra merek, media iklan Instagram dan kulitas produk secara simulat terhadap Keputusan pembelian sebesar 29,6%.

Suggested Citation

  • Pribadi, Jeniver & Magdalena, Maria & Tanjung, Mariani St.B, 2019. "Pengaruh Brand Image, Instagram Advertising Media Dan Product Quality Terhadap Keputusan Pembelian Produk Kopi Di Blend Coffe Padang," OSF Preprints kdpfz, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:kdpfz
    DOI: 10.31219/osf.io/kdpfz
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