Pengaruh Brand Ambassador, Kualitas Produk dan Testimoni Terhadap Keputusan Pembelian Produk Luwak White Koffie di Kecamatan Candipuro

Abstract

Coffee is a plant that is cultivated in Indonesia and is the most widely traded commodity for export and import of plantation crops. A popular type of coffee is pure civet coffee from Indonesia. The choice of civet coffee used in Indonesia is civet coffee which has a white coffee color version of a new flavor, namely the Luwak White Koffie product. The purpose of this study was to determine the influence of brand ambassadors, product quality and testimonials on purchasing decisions for Luwak White Koffie products in Candipuro District. The method used in this study uses a quantitative method. The data collection technique was obtained by distributing questionnaires to consumers who buy and consume Luwak White Koffie products with a total population of 60 people using accidental sampling techniques, so the sample in this study was 60 people. The hypothesis testing technique is carried out using multiple linear regression analysis techniques, then a t test or partial test is carried out as follows: 1) brand ambassadors do not affect the purchasing decision of Luwak White Koffie products in Candipuro District, 2) product quality influences the purchasing decision of Luwak White products Koffie in Candipuro District, 3) testimonials have no effect on purchasing decisions for Luwak White Koffie products in Candipuro District, 3) the value of the coefficient of determination (R2) is 0.395 or 39.5% purchasing decisions can be explained by brand ambassador variables, product quality and testimonials or the rest is influenced by other variables not examined.