Hubungan Brand Image Kozi Coffee Company Bandung terhadap Keputusan Pembelian

Abstract

Abstract. Based on the various ways that have been done by the company in maintaining and determining customer loyalty purchasing decisions, one of which is brand image. Brand image can be said that the brand image is a representation of the overall perception of the brand and is formed from information and past experiences with the brand. Kozi Coffee Company is a café in Bandung, precisely on Jalan Banda No. 40 Bandung, which provides a variety of food and beverage that is loved by loyal customers at Kozi Coffee. Customer loyalty is a loyal consumer of a product and chooses to make purchases on and ongoing basis. The research subjects were loyal customers at Kozi Coffee and using qualitative research method. Researchers try to examine what explains the relationship of brand image to purchasing decisions of loyal customers at Kozi Coffee Company. Clearly whether there is a relationship between the Kozi Coffee Company's brand image and the purchasing decisions of loyal customers at Kozi Coffee. The theory used to support variable (X) brand image is according to Tjiptono, which are 5 indicators including product quality, service, company policy, company reputation and marketing activities, while variable (Y) only use three variables such as product selection, supplier selection and time and amount of purchase. This study use brand equity theory. The results showed that (1) Product quality has a very high relationship with the purchasing decision of Kozi Coffee for loyal customers of Kozi Coffee Company. (2) Service has a significant relationship with Kozi Coffee purchasing decisions to loyal customers of Kozi Coffee Company. (3) Company policy has a low but definite relationship with Kozi Coffee purchasing decisions for loyal customers of Kozi Coffee Company. (4) The company's reputation has a significant relationship with the purchase decision of Kozi Coffee for loyal customers of Kozi Coffee Company. (5) Marketing activities have a low but definite relationship with Kozi Coffee purchasing decisions to loyal customers of Kozi Coffee Company.

Keywords: Brand Image, Purchase Decision, Customer Loyality, Kozi Coffee Company.

Abstrak. Berdasarkan berbagai cara yang telah dilakukan oleh pihak perusahaan dalam menjaga serta menentukan keputusan pembelian loyalitas pelanggan salah satunya adalah brand image. Brand image ialah representasi dari keseluruhan persepsi terhadap merek dan dibentuk dari informasi dan pengalaman masa lalu terhadap merek. Kozi Coffee Company adalah salah satu café di Bandung tepatnya di Jalan Banda No. 40 Bandung yang menyediakan berbagai menu makanan dan minuman yang disukai oleh pelanggan loyal di Kozi Coffee. Loyalitas pelanggan adalah konsumen yang setia akan suatu produk dan memilih untuk melakukan pembelian secara terus menerus. Dalam penelitian ini, subjek penelitiannya adalah pelanggan loyal di Kozi Coffee dan menggunakan metode penelitian kuantitatif. Peneliti berusaha meneliti yang menjelaskan hubungan brand image terhadap keputusan pembelian pelanggan loyal di Kozi Coffee Company. Lebih jelasnya adalah apakah terdapat hubungan brand image Kozi Coffee Company dengan keputusan pembelian pelanggan loyal di Kozi Coffee. Teori yang digunakan untuk mendukung variabel (X) brand image adalah menurut Tjiptono yaitu terdapat 5 indikator meliputi kualitas produk, pelayanan, kebijakan perusahaan, reputasi perusahaan dan kegiatan pemasaran, sedangkan pada variabel (Y) hanya menggunakan tiga variabel yaitu pemilihan produk, pemilihan penyalur dan waktu dan jumlah pembelian. Penelitian ini menggunakan teori ekuitas merek. Hasil penelitian menunjukkan bahwa (1) Kualitas produk memiliki hubungan yang sangat tinggi dengan keputusan pembelian Kozi Coffee pada pelanggan loyal Kozi Coffee Company. (2) Pelayanan memiliki hubungan yang cukup berarti dengan keputusan pembelian Kozi Coffee pada pelanggan loyal Kozi Coffee Company. (3) Kebijakan perusahaan memiliki hubungan yang rendah tapi pasti dengan keputusan pembelian Kozi Coffee pada pelanggan loyal Kozi Coffee Company. (4) Reputasi perusahaan memiliki hubungan yang cukup berarti dengan keputusan pembelian Kozi Coffee pada pelanggan loyal Kozi Coffee Company. (5) Kegiatan pemasaran memiliki hubungan yang rendah tapi pasti dengan keputusan pembelian Kozi Coffee pada pelanggan loyal Kozi Coffee Company.

Kata Kunci: Brand Image, Keputusan Pembelian, Loyalitas Pelanggan, Perusahaan Kozi Coffee.