PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP MINAT BELI (Survei pada Pembeli di Gerai Starbucks di Kota Surabaya)

Abstract

This research aims to explain: 1) The influence of Product Quality (X₁) partially on Purchase Intention (Y). 2) The influence of Brand Image (X₂) partially on Purchase Intention (Y). 3) Product Quality (X₁) and Brand Image (X₂) simultaneously on Purchase Decision Process (Y). This research use explanatory research with quantitative approach. There are three variables that are used in this research: Product Quality (X₁), Brand Image(X₂) and Purchase Intention (Y). The collection of data obtained through an online questionnaire which distribute on Customer of Starbucks Coffee in Surabaya with respondent’s criterias are has a lifespan of 19 years old up to less than 31 years. The sample in this research was 118 respondents. The sampling technique of this research is purposive sampling. The data analysis used descriptive analysis and multiple linear regression.  The results in this research showed that Product Quality(X₁) partially affecting Purchase Intention (Y) significantly. The other results showed that Brand Image(X₁) partially affecting Purchase Intention(Y) significantly. And then Product Quality(X₁) and Brand Image(X₂) simultaneously affecting Purchase Intention(Y) significantly. Based on the result of this research, it’s better for Starbucks Coffee to maintain and develop their brand image since it has a dominant influence in the purchase intention

Keywords: Product Quality, Brand Image, Purchase Intention

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Penelitian ini bertujuan untuk: 1. Mengetahui pengaruh kualitas produk terhadap minat beli,2. Mengetahui apakah citra merk berpengaruh terhadap minat beli,3. Apakah kualitas produk dan citra merk berpengaruh terhadap minat beli Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini ada tiga, yaitu Kualitas Produk (X₁), Brand Image (X₂) dan Minat Beli (Y). Pengumpulan data diperoleh melalui penyebaran kuesioner secara online (e-kuesioner) pada pembeli di gerai Starbucks di kota Surabaya yang memiliki umur antara 19 tahun sampai 30. Sampel yang digunakan dalam penelitian ini berjumlah 118 orang responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel Kualitas Produk (X1) berpengaruh secara parsial dan signifikan terhadap Proses Keputusan Pembelian (Y), kemudian variabel Brand Image (X₂) berpengaruh secara parsial dan signifikan terhadap Proses Keputusan Pembelian (Y), kemudian Kualitas Produk (X₁) dan Brand Image (X₂) secara bersama-bersama berpengaruh secara simultan dan signifikan terhadap Minat Beli (Y). Berdasarkan hasil penelitian ini, sebaiknya pihak Starbucks dapat mempertahankan serta meningkatkan Brand Image, karena variabel Brand Image mempunyai pengaruh yang dominan dalam mempengaruhi Minat Beli.

Kata Kunci : Kualitas Produk,Brand Image