Pengaruh Brand Personality Terhadap Keputusan Pembelian Konsumen Fore Coffee di Yogyakarta
Almas Syarifah Hakim, Dr. Ir. Didik Purwadi, M.Ec. ; Dr. Darmawan Ari Nugroho, S.T.P., M.P.
2023 | Skripsi | TEKNOLOGI INDUSTRI PERTANIAN
Prospek bisnis kedai kopi di Indonesia semakin besar. Riset yang dilakukan oleh
Toffin mengungkapkan bahwa di tahun 2019 bisnis kedai kopi mencapai nilai pasar
Rp4,8 triliun per tahun. Di Yogyakarta, Komunitas Kopi Nusantara mencatat bahwa
di tahun 2022 terdapat lebih dari 3.000 kedai kopi dengan perputaran uang lebih
dari Rp360 miliar per tahun. Fore Coffee sebagai salah satu bisnis dan brand kedai
kopi yang ada di Yogyakarta menduduki peringkat 4 Top Brand Index di tahun
2022. Vico Lomar memiliki misi bagi Fore Coffee untuk mempertegas keberadaan
brand-nya di berbagai kalangan. Di tengah ketatnya persaingan berbagai brand
kedai kopi, hal ini menjadi tantangan tersendiri bagi Fore Coffee untuk
mewujudkan misinya. Untuk mempertegas brand, Fore Coffee perlu memahami
brand personality yang dimiliki. Berangkat dari sini, peneliti melakukan penelitian
yang bertujuan untuk menentukan pengaruh brand personality terhadap keputusan
pembelian konsumen di Fore Coffee Yogyakarta. Pengumpulan data dilakukan
pada 103 responden melalui penyebaran kuesioner secara luring di gerai Fore
Coffee yang terletak di Jalan Kaliurang KM 5, Karangwuni, Caturtunggal, Depok,
Sleman, Daerah Istimewa Yogyakarta. Analisis data menggunakan metode regresi
linier berganda dengan uji F ANOVA, uji koefisien determinasi, dan uji parsial t
dengan software IBM SPSS Statistics 26. Hasil uji F ANOVA menunjukkan bahwa
kelima dimensi brand personality secara simultan memberikan pengaruh yang
signifikan terhadap keputusan pembelian konsumen di Fore Coffee Yogyakarta
dengan R square pada uji koefisien determinasi sebesar 0,65. Uji parsial t
menunjukkan bahwa dimensi brand personality yang berpengaruh signifikan
terhadap keputusan pembelian konsumen di Fore Coffee Yogyakarta adalah
sincerity dan competence.
The business prospects of coffee shops in Indonesia are growing larger. Research
conducted by Toffin revealed that in 2019, the coffee shop business reached a
market value of Rp4.8 trillion per year. In Yogyakarta, the Kopi Nusantara
Community noted that in 2022, there were more than 3,000 coffee shops with a
turnover of over Rp360 billion per year. Fore Coffee, as one of the coffee shop
businesses and brands in Yogyakarta, ranked 4th in the Top Brand Index in 2022.
Vico Lomar has a mission for Fore Coffee to strengthen its brand presence among
various groups. In the midst of intense competition among various coffee shop
brands, this poses a challenge for Fore Coffee to realize its mission. To strengthen
the brand, Fore Coffee needs to understand its brand personality. Based on this, the
researcher conducted a study aimed at determining the influence of brand
personality on consumer purchasing decisions at Fore Coffee Yogyakarta. Data
collection was conducted on 103 respondents through offline distribution of
questionnaires at the Fore Coffee outlet located on Jalan Kaliurang KM 5,
Karangwuni, Caturtunggal, Depok, Sleman, Yogyakarta Special Region. Data
analysis was performed using multiple linear regression with the F ANOVA test,
coefficient of determination test, and partial t-test using IBM SPSS Statistics 26
software. The results of the F ANOVA test showed that all five dimensions of brand
personality together have a significant influence on consumer purchasing decisions
at Fore Coffee Yogyakarta, with an R square value of 0.65 in the coefficient of
determination test. The partial t-test showed that the brand personality dimensions
that have a significant influence on consumer purchasing decisions at Fore Coffee
Yogyakarta are sincerity and competence.
Kata Kunci : Brand Personality, Perilaku Konsumen, Keputusan Pembelian, Fore Coffee Yogyakarta, Regresi Linier Berganda
