FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI KONSUMEN PRODUK COFFEE ROASTED GERAI HUTAN KOPERASI HUTAN KITA

SIHOMBING, JULIUS ALFERO and Riswani, Riswani (2025) FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI KONSUMEN PRODUK COFFEE ROASTED GERAI HUTAN KOPERASI HUTAN KITA. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to: (1) analyze the effect of product quality on consumer purchase intention of Coffee Roasted Gerai Hutan, (2) analyze the effect of brand image on consumer purchase intention, and (3) identify which factor has a more dominant influence on consumer purchase intention. The research was conducted from July to December 2024 at Rumah Kreatif Petani Hutan – Gerai Hutan Coffee Roasted in Palembang, focusing on local consumers including distributors, cafés, restaurants, and the general public. A mixed-methods approach combining qualitative and quantitative methods was employed. Data were collected using a Likert-scale questionnaire and analyzed using the MSI method and multiple linear regression analysis. Validity and reliability tests, as well as classical assumption tests such as normality, multicollinearity, and heteroscedasticity tests, were conducted to ensure the accuracy of the model. The results show that both product quality and brand image significantly influence consumer purchase intention. Among the two, product quality is the most dominant factor, with aspects such as taste, aroma, and freshness being the main considerations. Brand image also supports purchase intention through packaging, brand reputation, and consumer trust. These findings highlight the importance of improving product quality and strengthening brand identity as effective marketing strategies to attract consumer purchase intention.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	brand image, marketing strategy, product quality, purchase intention
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Julius Alfero Sihombing
Date Deposited:	31 Jul 2025 04:22
Last Modified:	31 Jul 2025 06:31
URI:	http://repository.unsri.ac.id/id/eprint/181920

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