Pengaruh Pemilihan Brand Ambassador dan Brand Awareness terhadap Keputusan Pembelian melalui Minat Beli Konsumen Kopi Lain Hati Wonosobo
Authors: Salsabiela Fauzia Hanum , Listyorini Sari , Purbawati Dinalestari 
Published: October 2022

The increasing consumption of coffee in Indonesia shows that people are increasingly fond of consuming coffee. So that there is competition between coffee shops to create uniqueness and the best taste. In winning the competition, it is important for a company to be able to retain consumers so that they are willing to make purchasing decisions. The strategy that can be done is to increase brand ambassadors, brand awareness, and buying interest, so that it can encourage consumers' willingness to make purchasing decisions. This study aims to determine the effect of brand ambassador and brand awareness variables on purchasing decisions through buying interest as an intervening variable. This type of research is explanatory research. The sampling technique used is non-probability sampling and purposive sampling. This study uses 100 respondents (Cooper & Emory theory, 1992) who are other consumers of Kopi Lain Hati in Wonosobo. The data in this study were processed using the SmartPLS version 3.0 application. Based on the results of the study, it is known that there is a positive and significant influence on brand ambassadors on buying interest, brand awareness on buying interest, brand awareness on purchasing decisions, and buying interest on purchasing decisions. However, the results obtained are not significant on the brand ambassador variable on purchasing decisions, which means that the relationship has a small effect. Meanwhile, it is also produced if the buying interest variable becomes an intervening variable between brand ambassadors on purchasing decisions in full mediation, and brand awareness on purchasing decisions in partial mediation.Meningkatnya konsumsi kopi di Indonesia menunjukkan masyarakat yang semakin gemar mengkonsumsi kopi. Sehingga muncul persaingan diantara kedai kopi untuk menciptakan keunikan dan cita rasa terbaik. Dalam memenangkan persaingan, penting bagi sebuah perusahaan untuk dapat mempertahankan konsumen agar mereka bersedia melakukan keputusan pembelian. Strategi yang dapat dilakukan adalah meningkatkan brand ambassador, brand awareness, serta minat beli, sehingga dapat mendorong kemauan konsumen untuk melakukan keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh antara variabel brand ambassador dan brand awareness terhadap keputusan pembelian melalui variabel minat beli sebagai variabel intervening. Tipe penelitian ini adalah explanatory research. Teknik pengambilan sampel yang digunakan adalah metode non-probability sampling dan purposive sampling. Penelitian ini menggunakan 100 responden (teori Cooper & Emory,1992) yang merupakan konsumen Kopi Lain Hati di Wonosobo. Data dalam penelitian ini diolah menggunakan aplikasi SmartPLS versi 3.0. Berdasarkan hasil penelitian diketahui bahwa terdapat pengaruh positif dan signifikan pada brand ambassador terhadap minat beli, brand awareness terhadap minat beli, brand awareness terhadap keputusan pembelian, serta minat beli terhadap keputusan pembelian. Namun diperoleh hasil yang tidak signifikan pada variabel brand ambassador terhadap keputusan pembelian   yang artinya hubungan tersebut memiliki pengaruh yang kecil. Sementara itu dihasilkan pula jika variabel minat beli menjadi variabel intervening antara brand ambassador terhadap keputusan pembelian secara penuh, serta brand awareness terhadap keputusan pembelian secara parsial.