PENGARUH KESADARAN MEREK, ASOSIASI MEREK, LOYALITAS MEREK DAN PERSEPSI KUALITAS TERHADAP MINAT PEMBELIAN KONSUMEN PADA KOPI KAPAL API DI PRACIMANTORO, WONOGIRI
Kata Kunci:
Influence of brand awareness, brand association, brand loyalty, perceived quality, consumer purchaseAbstrak
This study aims to determine the Influence of Brand Awareness, Brand Association, Brand Loyalty and Perceived Quality on Consumer Purchase Interest in Kapal Api Coffee on consumer purchase interest in Pracimantoro, Wonogiri, both partially and simultaneously. The population in this study is the quality of consumer purchase interest in Kapal Api Coffee who make purchases in Pracimantoro, Wonogiri, where the number is not known for sure. Sampling in this study used incidental sampling with a sample of 100 respondents. Data analysis methods used include multiple regression analysis, t-test, F-test and coefficient of determination. The results showed that brand awareness, brand association, brand loyalty and perceived quality on consumer purchase interest in Kapal Api Coffee both partially and simultaneously. The coefficient of determination is 0.787 which indicates that 78.7% of the variables of price influence, brand image, and product quality influence purchasing decisions. While the remaining 22.2% is influenced by other variables that are not carefully examined.
