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Journal : Agribusiness Journal

The Influence of Brand Ambassador, Brand Image, Product Quality, and Price on Purchasing Decisions at Rumah Kopi Renon Kadek Githa Damayanti Wiputra; Gede Mekse Korri Arisena; A.A.A. Wulandira Sawitri Djelantik
Agribusiness Journal Vol 5, No 1 (2022): Agribusiness Journal
Publisher : UNIVERSITAS SEMBILANBELAS NOVEMBER KOLAKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (911.559 KB) | DOI: 10.31327/aj.v5i1.1721

Abstract

The coffee shop businesses in Bali especially in the Denpasar area are growing rapidly, making competition fierce between coffee shops in this area. Therefore, every company has to be able to maximize its competitive advantage and choose the right marketing strategy. One of the coffee shops in the Denpasar area is Rumah Kopi Renon which is a coffee shop from the coffee brand Bali Coffee Banyuatis which has been established since the 1960s so that it has a broad image. In building and maintaining a positive image, Bali Coffee Banyuatis has used the services of a brand ambassador as a marketing communication strategy. This study aims to: 1) Identify the characteristics of visitors, 2) Analyze the value of each variable 3) Analyze the influence of brand ambassadors, brand image, product quality, and price on purchasing decisions. The data analysis method in this study used Structural Equation Modeling-Partial Least Square (SEM-PLS) with a sample of 96 respondents. The results showed that the characteristics of the majority of visitors to Rumah Kopi Renon were aged 21-25 years old, the gender was male, were student, and had incomes ranging from less than 3 million rupiahs per month. It was found that the brand ambassador, brand image, product quality, and price had a positive and significant effect as evidenced by the acquisition of the value of each variable 2,115; 2,164; 2,699 and 2.115 on purchasing decisions at Rumah Kopi Renon.Keywords: coffee shop, brand ambassador, SEM-PLSĀ 
Co-Authors Ahmad Sultra Rustan AYU RATIH PRATIWI Balgis Alzagladi CANDRA LESMANA DANY NOVAN ARDIANSAH DEWA PUTU GEDE SATRIA WIWEKA DWI PUTRA DARMAWAN Elpisah Elpisah Fikrinda Fikrinda Gede Mekse Korri Arisena GUSTI AYU PUTU WIDHI ASTUTI I Dewa Gede Raka Sarjana I Dewa Putu Oka Suardi I Gede Bagus Dera Setiawan I GUSTI AGUNG AYU AMBARAWATI I KADEK JEPRI PRIYADI I KETUT BUDI SUSRUS I Ketut Suamba I KOMANG DEDY JUNIARTHA I KOMANG YOGA PRAMANA PUTRA I Made Antara I MADE OKA SURYA ARTAMA I MADE PUJA ASTAWA I MADE SUDARMA I MADE WAHYU PEBRIANA I NENGAH ARI MEDIKANA I Nyoman Gede Ustriyana I NYOMAN USADI PRADNYANA I PUTU GEDE ADHI KRISNA KARTIKA PRATAMA I PUTU TESSA ANDIKA I WAYAN BUDIASA I WAYAN WIDYANTARA I WAYAN WINDIA IDA AYU CANDRA DEWI Ida Ayu Listia Dewi Indah Prihatin Jihan Najwah JON ALPREDO MALAU Jubba, Hasse K. RATIH RAHAYUNINGSIH Kadek Githa Damayanti Wiputra KADEK WIDIANTARA KADEK YARDI MAHADIKARA M. Sudiana Mahendra M.TH. HANDAYANI MADE ANTARA MADE AYU DESSY DORA AGNELLIA Made Sudarma MADE SUDARMA Muslim Muslim Naufal Hilmi Marzuq NI KADEK ANISA DWI PURNANTARI NI KADEK PONIAMBA SETIAWATI, NI LUH PUTU ERMA MERTANINGRUM NI MADE SRI PUSPITAWATI NI NENGAH SURIATI NI NYOMAN TISNA DEWI ni Putu Era Prasistya Damayanti NI PUTU RISKIANA ULANDARI NI PUTU SASRI WIRANTI NUR RANGGA SIDHARTA Nyoman Parining Pande Made Ari Ananta Paramarta PRADNYA ARUNA WIJAYA PUTU ANGGA ADITYA PUTU DEWI WIDIANTARI Putu Udayani Wijayanti Ratna Herawati RATNA KOMALA DEWI Ratna Wardani Risanda Alirastra Budiantoro RISTA ULVIA RAMADHANI Suriani Suriani WAYAN SUDARTA WIDHIANTHINI WIDHIANTHINI WIDIAWATI WIDIAWATI