The Effect of Advertising, Image, Brand Trust, and Price on Interest to Buy Nescafe Ready-to-Drink Coffee in Perlabian Village
Abstract
Purchase intention is a response or an effective process when liking a product. Purchase intention is influenced by advertising, brand image, trust, and product prices. This study aims to determine the effect of advertising, brand image, trust, and price on buying intention of ready-to-drink Nescafe coffee in Perlabian Village. The method used in this study is a quantitative method by collecting data using a questionnaire instrument. The population in this study is the Perlabian Village community. Determination of the sample using a non-probability sampling method with a purposive sampling technique in order to obtain a sample of 100 respondents. Data was obtained from the results of a questionnaire using the Google form. Data were analyzed using instrument testing techniques (validity and reliability tests), linear regression tests, classical assumption tests (normality and heteroscedasticity), and hypothesis testing (coefficient of determination) using SPSS. The results showed that the simultaneous variables of advertising, brand image, brand trust, and product prices have a significant effect on purchase intention. Meanwhile, partially, only advertising, brand trust, and product prices have a significant effect on the intention to buy Nescafe ready-to-drink coffee in Perlabian Village, while the brand image variable has no effect. Companies need to improve the brand image owned by ready-to-drink Nescafe products, especially for the people of Perlabian Village so that people make ready-to-drink Nescafe products their first choice.
Downloads
References
Albar, K., Noviyanti, H., Sari, D. P., & Zakhiroh, A. (2022). Pengaruh Iklan dan Brand Image MS. Glow terhadap Minat Beli Konsumen. SAUJANA: Jurnal Perbankan Syariah dan Ekonomi Syariah, 4(01), 1–12.
Alfatiha, R. A., & Budiatmo, A. (2020). Pengaruh Harga dan Kualitas Pelayanan terhadap Keputusan Pembelian melalui Minat Beli sebagai Variabel Intervening (Studi pada Konsumen Du Cafe Semarang). Jurnal Ilmu Administrasi Bisnis, 9(4), 522–529. https://doi.org/10.14710/jiab.2020.28794
Ali, H., & Widodo, A. (2022). Determinasi Komunikasi Pemasaran: Analisis Iklan, Personal Selling dan Public Relation. Jurnal Manajemen Pendidikan dan Ilmu Sosial, 3(2), 796–804.
Ang, C. E., & Keni, K. (2021). Prediksi Brand Experience dan Brand Image terhadap Brand Loyalty: Brand Trust sebagai Variabel Mediasi. Jurnal Manajerial dan Kewirausahaan, 3(1), 42–51.
Anggraeni, D., & Sonni, A. F. (2022). Pengaruh Iklan dan Program Acara terhadap Perilaku dan Minat Beli Pendengar Radio Venus. Journals of Social, Science, and Engineering, 1(1), 10–16.
Bakti, U. (2020). Pengaruh Kualitas Pelayanan, Produk dan Harga terhadap Minat Beli pada Toko Online Lazada di Bandar Lampung. Jurnal Ekonomi, 22(1), 101–118.
Bestari, D. K. P. (2020a). Peran Store Atmosphere dalam Membentuk Minat Pembelian Berulang (Studi pada Kawasan Terpadu Wisata Punclut, Cafe Lereng Anteng). ISEI Business and Management Review, 4(1), 30–34.
Bestari, D. K. P. (2020b). Peran Store Atmosphere dalam Membentuk Minat Pembelian Berulang (Studi pada Kawasan Terpadu Wisata Punclut, Cafe Lereng Anteng). ISEI Business and Management Review, 4(1), 30–34.
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How Fashion Influencers Contribute to Consumers’ Purchase Intention. Journal of Fashion Marketing and Management: An International Journal, 24(3), 361-380. https://doi.org/10.1108/JFMM-08-2019-0157
Christea, K., & Nisa, P. C. (2022). Pengaruh Advertising Disclosure Language terhadap Minat Beli Produk Beauty and Fashion di Instagram dengan Source Credibility sebagai Variabel Intervening. Jurnal Manajemen Dan Organisasi, 13(1), 12–22.
Dewi, C. P., & Dermawan, R. (2022). Pengaruh Citra Merek dan Kepercayaan merek terhadap Loyalitas Produk Roma Sari Gandum di Wilayah Gresik. Ekonomis: Journal of Economics and Business, 6(2), 506–510.
Dewi, I. C., Indrianto, A. T. L., Soediro, M., Winarno, P. S., Minantyo, H., Sondak, M. R., Warrauw, W. L., Grasielda, I., Yuwono, V. K., & Gunawan, S. (2022). Trend Bisnis Food & Beverages Menuju 2030. Penerbit Lakeisha.
Febriani, N. S., & Dewi, W. W. A. (2018). Teori dan Praktis: Riset Komunikasi Pemasaran Terpadu. Universitas Brawijaya Press.
Firmansyah, A. (2019). Perilaku Konsumen (sikap dan pemasaran). Penerbit Qiara Media.
Geraldine, Y. M. (2021). Pengaruh Citra Merek, Kualitas Produk, Media Sosial dan Harga terhadap Minat Beli Konsumen pada Produk Brand Wardah. POINT: Jurnal Ekonomi dan Manajemen, 3(1), 71–82. https://doi.org/10.46918/point.v3i1.880
Habibie, D., Novrianti, D. P., Hamzah, F. H., Pebrian, S., & Pramana, A. (2022). Studi Komparatif Minat Beli Masyarakat di Pasar Sentral Simpang Limun dan Pasar Mingguan di Jalan Garu II. JAS (Jurnal Agri Sains), 6(1), 56–62.
Hadinata, D. R., & Haryanti, S. (2022). Pengaruh Kesadaran Merek, Citra Merek, Status Pionir terhadap Minat Beli Jasa Reservasi Hotel Online. Perspektif: Jurnal Ekonomi dan Manajemen Akademi Bina Sarana Informatika, 20(1), 99–107.
Haryanto, D., & Sektiyaningsih, I. S. (2021). Analisis Kualitas Pelayanan Jasa dan Kepercayaan terhadap Kepuasan Konsumen pada Bus Carter Wisata PT. Hiba Utama Jakarta. JMBA Jurnal Manajemen dan Bisnis, 7(1), 24–30.
Hastono Hastono. (2019). Pengaruh Citra Merek Kosmetik Maybelline terhadap Keputusan Pembelian Konsumen pada Carrefour Cabang Tangerang City. Jurnal Ekonomi Efektif, 1(2), 43–51. https://doi.org/http://dx.doi.org/10.32493/JEE.v1i2.3438
Indrasari, M. (2019). Pemasaran dan Kepuasan Pelanggan: pemasaran dan kepuasan pelanggan. Unitomo Press.
International Coffee Organization. (2021). Coffee Development Report 2021.
Japarianto, E., & Adelia, S. (2020). Pengaruh Tampilan Web dan Harga terhadap Minat Beli dengan Kepercayaan Sebagai Intervening Variable Pada E-Commerce Shopee. Jurnal Manajemen Pemasaran, 14(1), 35–43.
Juliana, J., Djakasaputra, A., Pramono, R., & Hulu, E. (2021). Brand Image, Perceived Quality, Ease of Use, Trust, Price, Service Quality on Customer Satisfaction and Purchase Intention of Blibli Website with Digital Technology as Dummy Variable in the Use of Eviews. Journal of Critical Reviews. https://ssrn.com/abstract=3870524
Junita Ade. (2020). Pengaruh Iklan, Kualitas Layanan dan Kepercayaan Merek terhadap Minat Beli pada Toko Online Lazada. Universitas Putera Batam.
Kotler, P., & Amstrong, G. (2016). Philip & Armstrong, Gary. Principles of Marketing. Pearson.
Larasati, D. R., & Fadillah, A. (2022). Pengaruh Kepercayaan Merek dan Promosi Penjualan terhadap Minat Beli Online di E-Commerce Shopee. Jurnal Informatika Kesatuan, 2(1), 35–48.
Loganathan, D. D. (2022). Consumer Behaviour: Intrfere Role of Brand Trust between Personality and Loyalty. Vellore Institute of Technology, Chennai.
Marpaung, F. K., Simarmata, M. W. A., Sofira, A., & Aloyna, S. (2021). Pengaruh Harga, Promosi, dan Kualitas Produk terhadap Keputusan Pembelian Konsumen Indomie pada PT. Alamjaya Wirasentosa Kabanjahe. Jurnal Manajemen, 1(1), 49–64.
Marsudi, H., & Triyanto, T. (2022). Faktor-Faktor yang Mempengaruhi Minat Beli Konsumen pada Apotek Mbengkal Sehat. Muara: Jurnal Manajemen Pelayaran Nasional, 5(1).
Maysaroh, M., Fitri, A., & Qurniawati, E. F. (2022). Pengaruh Iklan di Facebook terhadap Minat Beli Siswa di Kabupaten Rokan Hulu. Journal of social media and Message, 1(1), 1–12.
Partiwi, A., & Arini, E. (2021). Pengaruh Kemasan dan Citra Merek terhadap Keputusan Pembelian. Jurnal Manajemen Modal Insani Dan Bisnis (JMMIB), 2(1), 77–87.
Praja, Y. (2022). Pengaruh Iklan, Harga Dan Kualitas Produk terhadap Minat Beli Ulang Konsumen Kopi Kapal di Kabupaten Bondowoso. Jurnal Manajemen dan Bisnis Indonesia, 8(1), 31–41. https://doi.org/10.32528/jmbi.v8i1.7568
Putra, A., & Heriyanto, M. (2017). Pengaruh Iklan dan Kepercayaan Merek terhadap Minat Beli Konsumen (Studi pada Texas Chicken Pekanbaru). Riau University.
Renaldi, P. A., & Yulianthini, N. N. (2022a). Pengaruh Iklan dan Citra Merek serta Kepercayaan Merek terhadap Minat Beli Produk Kopi Siap Minum dalam Kemasan Merek Nescafe. Jurnal Manajemen Perhotelan Dan Pariwisata, 5(2), 163–170.
Renaldi, P. A., & Yulianthini, N. N. (2022b). Pengaruh Iklan dan Citra Merek serta Kepercayaan Merek terhadap Minat Beli Produk Kopi Siap Minum dalam Kemasan Merek Nescafe. Jurnal Manajemen Perhotelan Dan Pariwisata, 5(2), 163–170.
Richardo, H. M., Bin Norman, M. H., & Ali, H. (2020). A Student Loyalty Model: Promotion, Products, and Registration Decision Analysis-Case Study of Griya English Fun Learning at the Tutoring Institute in Wonosobo Central Java. International Journal of Innovation, Creativity and Change.
Rokhmawati, H. N., Kuncorowati, H., & Supardin, L. (2022). Pengaruh Harga, Iklan dan Citra Merek terhadap Minat Beli Honda Scoopy di Yogyakarta. Jurnal Ilmiah Hospitality, 11(1), 515–526.
Septyadi, M. A. K., Salamah, M., & Nujiyatillah, S. (2022). Literature Review Keputusan Pembelian dan Minat Beli Konsumen pada Smartphone: Harga dan Promosi. Jurnal Manajemen Pendidikan dan Ilmu Sosial, 3(1), 301–313.
Sitanggang, B., & Tiana, E. (2022). Pengaruh Kepercayaan Merek dan Kepuasan Pelanggan terhadap Minat Beli Kembali Produk Skincare MS Glow.
Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi (Mixed Methods). Bandung: CV. Alfabeta.
Sugiyono, P. D. (2019). Metode Penelitian Pendidikan (Kuantitatif, Kualitatif, Kombinasi, R&D dan Penelitian Pendidikan). Metode Penelitian Pendidikan.
Sunardi, P. N., Sari, P. R., & Cahyani, R. (2022). Determinasi Keputusan Pembelian Melalui Minat Beli: Kualitas Produk dan Harga (Suatu Kajian Studi Literatur Manajemen Pemasaran). Jurnal Ilmu Manajemen Terapan, 3(3), 302–315. https://doi.org/10.31933/jimt.v3i3.833
Supardin, L. (2022). Pengaruh Gaya Hidup dan Kelompok Referensi terhadap Keputusan Pembelian Produk Berlabel Halal. Jemba: Jurnal Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1(1), 71–82.
Tangka, G. C., & Dotulong, L. O. H. (2022). Pengaruh Iklan Dan Citra Merek terhadap Minat Beli dan Keputusan Pembelian Sepatu Merek Ventela (Ventela Shoes) Studi pada Mahasiswa Jurusan Manajemen Fakulas Ekonomi Unsrat Angkatan 2018. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(1), 383–392.
Tania, A. E., Hermawan, H., & Izzuddin, A. (2022). Pengaruh Lokasi dan Harga terhadap Minat Beli Konsumen. Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik, 9(1), 75–84.
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media. Australasian Marketing Journal, 28(4), 160–170.
Widyanto, H. A., & Agusti, C. R. (2020). Beauty Influencer in the Digital Age: How Does it Influence Purchase Intention of Generation Z? Jurnal Manajemen dan Pemasaran Jasa, 13(1), 1–16.
Wijaya, I. G. B., & Dewi, N. N. D. R. (2022). Pengaruh Iklan dan Brand Image terhadap Minat Beli Mie Lemonilo di Kota Mataram. SOROT, 17(1), 59–68.
Wulandari, R., & Calista, N. (2022). Factors that Affect Buying Decisions on Kopi Kenangan. Enrichment: Journal of Management, 12(4), 2670–2676. https://doi.org/10.35335/enrichment.v12i4.674
Yanelka, F., Heryanto, I., Dwiyanisa, A., & Megawati, I. (2022). Pengaruh Kualitas Pelayanan dan Lokasi terhadap Kepuasan Nasabah: Survey pada Nasabah Salah Satu Bank Swasta di Kota Bandung. Acman: Accounting and Management Journal, 2(1), 42–50. https://doi.org/10.55208/aj.v2i1.29
Copyright (c) 2023 Mhd Hadi Wibowo, Zulkifli Musannip Efendi Siregar, Mulya Rafika
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
