Pengaruh brand communication terhadap repurchase intention yang dimediasi brand equity pada brand kopi lokal ready-to-drink

Agata, Vincentya (2018) Pengaruh brand communication terhadap repurchase intention yang dimediasi brand equity pada brand kopi lokal ready-to-drink. Masters thesis, Universitas Pelita Harapan.

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Abstract

Ready-to-Drink (RTD) Coffee has economic value. Currently local RTD coffee brands and products are trending. Nowadays local RTD coffee brands compete through digital marketing to win competition to gain customers. Therefore, local RTD coffee brands need to develop digital marketing strategies through the right communication channels. The conceptual model in this study was modified from previous research by adding re-purchase intention, where this variable is influenced by brand communication consisting of firm-created social media communication and usergenerated social media communication. With intervening variables such as brand loyalty, brand awareness and perceived quality. This research aim to knowing which communication that influenced re-purchase intention mediated by brand equity. Quantitative hypothesis testing on ready to drink local coffee consumer population with 123 local coffee consumer in JABODETABEK area. Sample was taken using non-probability sampling was carried using convenience sampling through an online questionnaire. Then the primary data was analyzed using Structural Equation Model (SEM) Partial Least Square (PLS). The results of the study show the influence of User-Generated Social Media Communication through the Perceived Quality of Re-Purchase Intention as the most powerful influence. The second most influential sequence of User-Generated Social Media Communication is through Brand Loyalty towards Re-Purchase Intention. While the influence of Firm-Created Social Media Communication was found to be insignificant. This research recommends that managers of ready to drink local coffee shop brands to more actively introduce their coffee through vloggers / bloggers who are active on Instagram. Subsequent research is needed by distributing questionnaires with wider coverage, not only for the JABODETABEK area. / Minuman kopi dalam bentuk ready to drink (RTD) memiliki nilai ekonomis. Saat ini brand kopi lokal melalui produk RTD sedang trending. Brand kopi lokal RTD bersaing melalui digital marketing untuk memenangkan persaingan dalam mendapatkan customer kopi lokal RTD. Maka brand kopi lokal RTD perlu menyusun strategi digital marketing melalui saluran komunikasi yang tepat. Model konseptual pada penelitian ini dimodifikasi dari penelitian sebelumnya dengan menambahkan re-purchase intention, dimana variabel ini dipengaruhi oleh brand communication yang terdiri dari firm-created social media communication dan user-generated social media communication. Dengan variabel intervening brand loyalty, brand awareness dan perceived quality. Penelitian ini bertujuan untuk mengetahui komunikasi mana yang paling berpengaruh terhadap re-purchase intention yang dimediasi brand equity. Dilakukan penelitian kuantitatif uji hipotesis pada populasi penelitian konsumen kopi brand lokal ready to drink dengan sampel sebanyak 123 konsumen kopi lokal di JABODETABEK. Teknik pengambilan sampel pada penelitian ini menggunakan non-probability sampling yang diambil secara convenience sampling melalui kuesioner online. Selanjutnya data primer dianalisa menggunakan Structural Equiation Model (SEM) Partial Least Square (PLS). Hasil penelitian menunjukkan pengaruh User-Generated Social Media Communication melalui Perceived Quality terhadap Re-Purchase Intention sebagai pengaruh yang paling kuat. Urutan kedua yang paling berpengaruh UserGenerated Social Media Communication melalui Brand Loyalty terhadap RePurchase Intention. Sedangkan pengaruh Firm-Created Social Media Communication ditemukan tidak signifikan. Penelitian ini bagi manager kedai kopi brand lokal ready to drink untuk lebih aktif memperkenalkan kopinya melalui vlogger/blogger yang aktif di Instagram. Penelitian selanjutnya dengan menyebarkan kuesioner dengan coverage yang lebih luas, bukan hanya untuk daerah JABODETABEK.

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