The Influence of Brand Ambassador and Product Quality on Consumer Purchase Interest in Lain Hati Coffee Products, Cikupa Branch, Tangerang Regency

Elsa Meilani; Suryadi Marthadinata

doi:10.63922/ijebir.v5i06.6368

Elsa Meilani Faculty Ekonomi Dan Bisnis Program Sarjana Program Studi Akuntansi Universitas Pamulang Tangerang Selatan
Suryadi Marthadinata Faculty Ekonomi Dan Bisnis Program Sarjana Program Studi Akuntansi Universitas Pamulang Tangerang Selatan

DOI: https://doi.org/10.63922/ijebir.v5i06.6368

Keywords: Brand Ambassador, Coffee, Product Quality, Purchase Interest, Consumer Purchase Interest

Abstract

The decline in sales of Kopi Lain Hati Cikupa Branch indicates the need to identify factors that can strengthen consumer purchasing interest. This study aims to determine the effect of Brand Ambassador and Product Quality on Consumer Purchasing Interest, both partially and simultaneously. This study uses a quantitative approach with a causal associative method. The study population is consumers of Kopi Lain Hati Cikupa Branch with a sample of 96 respondents determined using purposive sampling and the Cochran formula. Data were collected through observation and questionnaires with a five-point Likert scale, then analyzed using SPSS 26 through validity tests, reliability, classical assumptions, simple and multiple linear regression, correlation, coefficient of determination, t-test, and F-test. The results showed that Brand Ambassador had a positive and significant effect on Consumer Purchasing Interest with a t-value of 14.116 and a significance of 0.000. Product Quality also had a positive and significant effect with a t-value of 12.679 and a significance of 0.000. Simultaneously, both variables had a significant effect with an F-value of 123.608 and a significance level of 0.000, and explained 72.7% of the variation in Consumer Purchase Intention. In conclusion, strengthening Brand Ambassadors and Product Quality are important aspects in increasing consumer purchase intention.

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