MEMBENTUK BRAND AWARENESS DAN PURCHASE INTENTION KOPI KENANGAN: ANALISIS CELEBRITY ENDORSEMENT, E-WOM DAN PRODUCT PLACEMENT PADA PLATFORM YOUTUBE

AJENG HARTANTI PUTRI, . (2025) MEMBENTUK BRAND AWARENESS DAN PURCHASE INTENTION KOPI KENANGAN: ANALISIS CELEBRITY ENDORSEMENT, E-WOM DAN PRODUCT PLACEMENT PADA PLATFORM YOUTUBE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi minat beli terhadap produk Kopi Kenangan melalui media podcast PodHub dengan menggunakan media kuantitatif. Pengumpulan data dilakukan melalui penyebaran kuesioner menggunakan skala penilaian likert 1-6. Populasi dalam penelitian ini adalah individu yang pernah menonton podcast PodHub yang menampilkan produk Kopi Kenangan. Teknik pengambilan sampel menggunakan metode non-probability sampling, dengan jumlah responden sebanyak 256 orang. Penelitian ini bertujuan untuk menguji hipotesis mengenai pengaruh variabel independen terhadap variabel dependen yaitu purchase intention. Hasil analisis menunjukkan bahwa celebrity endorsement, electronic word of mouth (e-WOM), dan product placement berpengaruh positif dan signifikan terhadap brand awareness. Selanjutnya, celebrity endorsement, e-WOM, product placement, dan brand awareness juga memiliki pengaruh positif dan signifikan terhadap purchase intention. Hasil penelitian ini diharapkan dapat memberikan wawasan mengenai bagaimana masing-masing variabel memengaruhi niat beli konsumen terhadap produk Kopi Kenangan melalui media digital seperti podcast, serta menjadi implikasi praktis bagi industri kopi dalam merancang strategi komunikasi dan promosi yang lebih efektif dan relevan dengan perilaku konsumen saat ini. **** This study aims to analyze the factors influencing purchase intention for Kopi Kenangan products through the PodHub podcast using quantitative methods. Data collection was conducted through a questionnaire using a Likert scale of 1-6. The population in this study were individuals who had watched the PodHub podcast featuring Kopi Kenangan products. The sampling technique used a non-probability sampling method, with 256 respondents. This study aimed to test the hypothesis regarding the influence of independent variables on the dependent variable, namely purchase intention. The analysis results indicate that celebrity endorsement, electronic word of mouth (e-WOM), and product placement have a positive and significant effect on brand awareness. Furthermore, celebrity endorsement, e-WOM, product placement, and brand awareness also have a positive and significant effect on purchase intention. The results of this study are expected to provide insight into how each variable influences consumer purchase intention for Kopi Kenangan products through digital media such as podcasts, as well as provide practical implications for the coffee industry in designing more effective communication and promotional strategies that are relevant to current consumer behavior.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D 2) Nofriska Krissanya, S.E., M.B.A
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Ajeng Hartanti Putri .
Date Deposited:	12 Aug 2025 06:26
Last Modified:	12 Aug 2025 06:26
URI:	http://repository.unj.ac.id/id/eprint/60134

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