PENGARUH BRAND IMAGE DAN

BRAND TRUST KAFE EXCELSO

WILAYAH JAKARTA

TERHADAP REPURCHASE INTENTION

SKRIPSI

Diajukan guna Memenuhi Persyaratan Memperoleh

Gelar Sarjana Ilmu Komunikasi (S.I.Kom.)

Premita Devi Anjani

00000009933

PROGRAM STUDI ILMU KOMUNIKASI

FAKULTAS ILMU KOMUNIKASI

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2019

iv

HALAMAN PERSEMBAHAN

“Judge nothing, you will be happy, forgive everything, you will be

happier.

Love everything, you will be happiest.”

-Siddharta Gautama

v

KATA PENGANTAR

Puji syukur peneliti panjatkan kehadirat Tuhan Yang Maha Esa karena

atas berkat, rahmat, dan karunia-Nya dapat menyelesaikan skripsi yang berjudul

“Pengaruh Brand Image dan Brand Trust Kafe Excelso Wilayah Jakarta terhadap

Repurchase Intention” Penulisan skripsi ini dibuat sebagai salah satu syarat untuk

memperoleh gelar Sarjana Ilmu Komunikasi (S.I.Kom) di Universitas Multimedia

Nusantara.

Proses penulisan skripsi ini tidak terlepas dari pihak-pihak yang turut serta

membantu dan mendukung peneliti. Oleh karena itu, peneliti ingin mengucapkan

terima kasih kepada:

1. Cheryl Pricila Bensa, S.I. Kom., M.A, selaku dosen pembimbing yang

telah memberikan masukan, bantuan, dan dukungan sehingga skripsi ini

dapat terselesaikan tepat waktu.

2. Inco Hari Perdana, M.Si., selaku Ketua Program Studi Ilmu Komunikasi

Universitas Multimedia Nusantara sekaligus dosen penguji yang telah

memberikan arahan kepada peneliti dalam merevisi skripsi ini hingga

menjadi rampung.

3. Bapak Hanif Suranto, S.Sos., M.Si. selaku ketua sidang, yang telah

memberikan arahan kepada peneliti untuk merevisi skripsi ini sehingga

dapat selesai dengan baik.

4. Seluruh responden yang telah bersedia meluangkan waktu untuk mengisi

kuesioner yang peneliti sebarkan.

vii

PENGARUH BRAND IMAGE DAN BRAND TRUST

KAFE EXCELSO WILAYAH JAKARTA

TERHADAP REPURCHASE INTENTION

ABSTRAK

Oleh: Premita Devi Anjani

Cepatnya laju pertumbuhan ekonomi diikuti dengan banyaknya

perusahaan, keberadaan brand dianggap sebagai pilar bisnis sehingga nama,

simbol, tanda atau desain ditujukan untuk mengidentifikasi barang atau jasa untuk

membedakannya dari para pesaing. Tidak dapat dipungkiri bahwa persaingan

industri makanan dan minuman di Indonesia sebesar 9,46% pada tahun 2018,

salah satu industri kafe yaitu Excelso sebagai kafe yang sudah lama berdiri sejak

1991 memiliki kemungkinan brand image dan brand trust yang kuat di

masyarakat. Brand image yang kuat yang tetap mampu bersaing dan mampu

untuk menguasai pasar dan brand trust juga penting memainkan peranan penting

dalam mengurangi ketidakpastian dalam pembelian serta membantu untuk

meminimalisir mengganti produk lainnya. Metode yang digunakan dalam

penelitian ini adalah metode survei dengan pembagian kuesioner kepada

responden. Populasi dalam penelitian ini adalah penduduk Jakarta, yang menjadi

customer kafe Excelso. Setelah dilakukan penghitungan menggunakan rumus

Slovin, sampel dalam penelitian ini adalah sebanyak 400 responden. Teknik

sampling yang digunakan adalah non-probability sampling dengan jenis

accidental sampling. Dengan menggunakan uji regresi linear berganda pada

program SPSS 22 metode stepwise. Kesimpulan dari hasil uji regresi brand image

(X1) diperoleh hasil sebesar 0,109 atau 10,9% dan brand trust (X2) terhadap

repurchase intention (Y) sebesar 0,441 atau 44,1% dengan total pengaruh secara

simultan 55,0% maka terdapat 45% faktor lain yang memengaruhi repurchase

intention (Y).

Kata kunci : brand image, brand trust, repurchase intention, Kafe Excelso

viii

THE EFFECT OF BRAND IMAGE AND BRAND TRUST

EXCELSO CAFE JAKARTA REGION

ON REPURCHASE INTENTION

ABSTRACT

By: Premita Devi Anjani

The fast pace of economic growth is followed by many companies, the

existence of a brand is considered a pillar of business so that names, symbols,

signs or designs are intended to identify goods or services to distinguish them

from competitors. It is undeniable that the competition for the food and beverage

industry in Indonesia amounted to 9.46% in 2018, one of the cafe industries,

namely Excelso as a cafe that has long been established since 1991, has the

possibility of a strong brand image and brand trust in the community. A strong

brand image that is still able to compete and is able to dominate the market and

brand trust is also important to play an important role in reducing uncertainty in

purchasing and helping to minimize replacing other products. The method used in

this study is a survey method by distributing questionnaires to respondents. The

population in this study were residents of Jakarta, who became cafe customers

Excelso. After counting using the Slovin formula, the sample in this study was 400

respondents. The sampling technique used is non-probability sampling with a type

of accidental sampling. By using multiple linear regression tests on the SPSS 22

program stepwise method. The conclusion of the results of the brand image (X1)

regression test results obtained at 0.109 or 10.9% and brand trust (X2) against

repurchase intention (Y) of 0.441 or 44.1% with a simultaneous total influence of

55.0% then there are 45% other factors that influence the repurchase intention

(Y).

Keywords: brand image, brand trust, repurchase intention, Excelso Cafe

ix

DAFTAR ISI

HALAMAN JUDUL ................................................................................................ I

HALAMAN PERNYATAAN ................................................................................ II

HALAMAN PENGESAHAN ................................................................................III

HALAMAN PERSEMBAHAN............................................................................ IV

KATA PENGANTAR ............................................................................................ V

ABSTRAK ........................................................................................................... VII

ABSTRACT ........................................................................................................ VIII

DAFTAR ISI ......................................................................................................... IX

DAFTAR GAMBAR ........................................................................................... XII

DAFTAR TABEL ............................................................................................... XIII

BAB I PENDAHULUAN .......................................................................................1

1.1 Latar Belakang Masalah .....................................................................................1

1.2 Rumusan Masalah ..............................................................................................7

1.3 Pertanyaan Penelitian ........................................................................................8

1.4 Tujuan Penelitian ..............................................................................................9

1.5 Kegunaan Penelitian ........................................................................................10

1.5.1 Kegunaan Akademis ..............................................................................10

1.5.2 Kegunaan Praktis ...................................................................................10

1.5.3 Keterbatasan Penelitian ..........................................................................10

BAB II KERANGKA KONSEP DAN TEORI .................................................12

2.1 Penelitian Terdahulu ........................................................................................12

2.2 Kerangka Konsep .............................................................................................16

2.2.1 Marketing Communication......................................................................16

2.2.2 Public Relations ......................................................................................21

2.2.3 Brand .......................................................................................................23

2.2.4 Brand Image ............................................................................................24

2.2.5 Brand Trust .............................................................................................28

2.2.6 Repurchase Intention ..............................................................................30

2.2.7 Hubungan Brand Image dan Brand Trust terhadap Repurchase Intention

..........................................................................................................................32

2.3 Hipotesis Teoretis.............................................................................................34

2.4 Alur Penelitian .................................................................................................35

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BAB III METODOLOGI PENELITIAN ..........................................................36

3.1 Jenis dan Sifat Penelitian .................................................................................36

3.2 Metode Penelitian ............................................................................................37

3.3 Populasi dan Sampel ........................................................................................39

3.3.1 Populasi ...................................................................................................39

3.3.2 Sampel .....................................................................................................40

3.4 Operasionalisasi Variabel.................................................................................42

3.5 Teknik Pengumpulan Data ...............................................................................50

3.5.1 Data Primer .............................................................................................50

3.5.2 Data Sekunder .........................................................................................51

3.6 Teknik Pengukuran Data ..................................................................................52

3.6.1 Uji Validitas ............................................................................................52

3.6.2 Uji Reabilitas ...........................................................................................57

3.7 Teknik Analisis Data .......................................................................................59

3.7.1 Uji Normalitas .........................................................................................59

3.7.2 Uji Hipotesis............................................................................................60

3.7.3 Uji Koefisien Korelasi.............................................................................61

3.7.4 Uji Regresi Linear Berganda ...................................................................62

BAB IV HASIL PENELITIAN DAN PEMBAHASAN ....................................64

4.1 Objek Penelitian ..............................................................................................64

4.1.1 Gambaran Umum Kafe Excelso..............................................................64

4.1.2 Produk Kafe Excelso ..............................................................................67

4.2 Hasil Penelitian ...............................................................................................71

4.2.1 Uji Normalitas .........................................................................................71

4.2.2 Identitas Responden ...............................................................................73

4.2.3 Brand Image ............................................................................................78

4.2.3.1 Dimensi Strength of Brand Association .........................................78

4.2.3.2 Dimensi Favorability of Brand Association ..................................83

4.2.3.3 Dimensi Uniqueness of Brand Association ....................................87

4.2.4 Brand Trust .............................................................................................89

xi

4.2.4.1 Dimensi Brand Reliability..............................................................89

4.2.4.2 Dimensi Brand Intentionality .........................................................95

4.2.5 Repurchase Intention .............................................................................98

4.2.5.1 Dimensi Minat Transaksional ........................................................98

4.2.5.2 Dimensi Minat Referensial ..........................................................102

4.2.5.3 Dimensi Minat Preferensial..........................................................104

4.2.5.4 Dimensi Minat Eksploratif ...........................................................106

4.2.6 Uji Hipotesis ........................................................................................108

4.2.7 Uji Koefisien Korelasi .........................................................................109

4.2.8 Uji Regresi Linear Berganda................................................................110

4.3 Pembahasan ...................................................................................................112

BAB V SIMPULAN DAN SARAN ...................................................................118

5.1 Simpulan .......................................................................................................118

5.2 Saran ..............................................................................................................119

5.2.1 Saran Akademis ...................................................................................119

5.2.2 Saran Praktis ........................................................................................120

DAFTAR PUSTAKA

LAMPIRAN

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DAFTAR GAMBAR

Gambar 1.1 Pertumbuhan Industri Makanan dan Minuman Terhadap PDB ......4

Gambar 1.2 Top 5 Netizen Choice in Cafe Category Tahun 2018......................7

Gambar 2.1 Alur Penelitian...............................................................................35

Gambar 3.1 Kontribusi Ekonomi Menurut Provinsi Indonesia 2019................39

Gambar 3.2 Statistik Penduduk Daersh DKI Jakarta 2016 dan 2017................40

Gambar 4.1 Logo Excelso..................................................................................64

Gambar 4.2 Kafe Excelso di Plaza Indonesia, Jakarta.......................................65

Gambar 4.3 Peta Penyebaran Gerai Excelso di Indonesia.................................65

Gambar 4.4 Varian Biji Kopi Excelso...............................................................68

Gambar 4.5 Menu Makanan dan Minuman Excelso.........................................70

Gambar 4.6 Mesin Excelso................................................................................70

Gambar 4.7 Histogram.......................................................................................71

Gambar 4.8 P-Plot..............................................................................................72

Gambar 4.9 Identitas Responden Berdasarkan Jenis Kelamin..........................74

Gambar 4.10 Identitas Responden Berdasarkan Usia..........................................74

Gambar 4.11 Kopi Asal Indonesia Yang Paling Sering Dikonsumsi..................75

xiii

DAFTAR TABEL

Tabel 2.1 Tabel Penelitian Terdahulu............................................................14

Tabel 3.1 Operasionalisasi Konsep Variabel X1 dan X2...............................46

Tabel 3.2 Operasionalisasi Konsep Variabel Y.............................................48

Tabel 3.3 Skala Likert....................................................................................51

Tabel 3.4 Validitas Pre-Test Variabel Brand Image (X1).............................54

Tabel 3.5 Validitas Pre-Test Variabel Brand Trust (X2)...............................55

Tabel 3.6 Validitas Pre-Test Variabel Repurchase Intention (Y)..................55

Tabel 3.7 Skala Cronbach Alpha...................................................................57

Tabel 3.8 Reabilitas Pre-Test Variabel Brand Image (X1)............................58

Tabel 3.9 Reabilitas Pre-Test Variabel Brand Trust (X2).............................58

Tabel 3.10 Reabilitas Pre-Test Variabel Repurchase Intention (Y)................59

Tabel 3.11 Pengukuran Nilai Koefisien Korelasi............................................61

Tabel 4.1 One Sample Kolmogorov Smirnov Test.........................................72

Tabel 4.2 Kafe Excelso yang dikunjungi.......................................................73

Tabel 4.3 Makanan dan Minuman Favourite Responden..............................76

Tabel 4.4 Alasan Mengunjungi Kafe Excelso................................................77

Tabel 4.5 Pernyataan Dimensi Strength of Brand Association......................78

Tabel 4.6 Hasil Jawaban Responden Pernyataan Pertama (X1_1)................79

Tabel 4.7 Hasil Jawaban Responden Pernyataan Kedua (X1_2)...................80

Tabel 4.8 Hasil Jawaban Responden Pernyataan Ketiga (X1_3)...................81

Tabel 4.9 Hasil Jawaban Responden Pernyataan Keempat (X1_4)...............81

Tabel 4.10 Hasil Jawaban Responden Pernyataan Kelima (X1_5)..................82

Tabel 4.11 Hasil Jawaban Responden Pernyataan Keenam (X1_6)................83

Tabel 4.12 Pernyataan Dimensi Favorability of Brand Association................83

Tabel 4.13 Hasil Jawaban Responden Pernyataan Ketujuh (X1_7)................84

Tabel 4.14 Hasil Jawaban Responden Pernyataan Kedelapan (X1_8)............85

Tabel 4.15 Hasil Jawaban Responden Pernyataan Kesembilan (X1_9)..........85

Tabel 4.16 Hasil Jawaban Responden Pernyataan Kesepuluh (X1_10)..........86

Tabel 4.17 Pernyataan Dimensi Uniqueness of Brand Association................8

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Tabel 4.18 Hasil Jawaban Responden Pernyataan Kesebelas (X1_11)...........88

Tabel 4.19 Hasil Jawaban Responden Pernyataan Kedua Belas (X1_12).......88

Tabel 4.20 Pernyataan Dimensi Brand Reliability pada Brand Trust (X2).....89

Tabel 4.21 Hasil Jawaban Responden Pernyataan Ketiga Belas (X2_1) ........90

Tabel 4.22 Hasil Jawaban Responden Pernyataan Keempat Belas (X2_2).....91

Tabel 4.23 Hasil Jawaban Responden Pernyataan Kelima Belas (X2_3)........91

Tabel 4.24 Hasil Jawaban Responden Pernyataan Keenam Belas (X2_4)......92

Tabel 4.25 Hasil Jawaban Responden Pernyataan Ketujuh Belas (X2_5)......93

Tabel 4.26 Hasil Jawaban Responden Pernyataan Kedelapan Belas (X2_6)..93

Tabel 4.27 Hasil Jawaban Responden Pernyataan Kesembilan Belas(X2_7).94

Tabel 4.28 Hasil Jawaban Responden Kedua Puluh (X2_8)...........................95

Tabel 4.29 Pernyataan Dimensi Brand Intentionality pada Brand Trust(X2).95

Tabel 4.30 Hasil Jawaban Responden Kedua Puluh Satu (X2_9)..................96

Tabel 4.31 Hasil Jawaban Responden Kedua Puluh Dua (X2_10).................97

Tabel 4.32 Hasil Jawaban Responden Kedua Puluh Tiga (X2_11).................97

Tabel 4.33 Pernyataan Dimensi Minat Transaksional pada (Y)......................98

Tabel 4.34 Hasil Jawaban Responden Kedua Puluh Empat (Y_1)..................99

Tabel 4.35 Hasil Jawaban Responden Kedua Puluh Lima (Y_2)..................100

Tabel 4.36 Hasil Jawaban Responden Kedua Puluh Enam (Y_3).................100

Tabel 4.37 Hasil Jawaban Responden Kedua Puluh Tujuh (Y_4)................101

Tabel 4.38 Pernyataan Dimensi Minat Referensial pada (Y)........................102

Tabel 4.39 Hasil Jawaban Responden Kedua Puluh Delapan (Y_5).............102

Tabel 4.40 Hasil Jawaban Responden Kedua Puluh Sembilan (Y_6)...........103

Tabel 4.41 Hasil Jawaban Responden Ketiga Puluh (Y_7)...........................104

Tabel 4.42 Pernyataan Dimensi Minat Preferensial pada (Y)........................104

Tabel 4.43 Hasil Jawaban Responden Ketiga Puluh Satu (Y_8)...................105

Tabel 4.44 Hasil Jawaban Responden Ketiga Puluh Dua (Y_9)...................106

Tabel 4.45 Pernyataan Dimensi Minat Eksploratif pada (Y).........................106

Tabel 4.46 Hasil Jawaban Responden Ketiga Puluh Tiga (Y_10).................107

Tabel 4.47 Uji Hipotesis................................................................................108

Tabel 4.48 Uji Koefisien Korelasi.................................................................109

xv

Tabel 4.49 Model Summary Regresi Linear Berganda Stepwise..................110

Tabel 4.50 ANOVA......................................................................................110

Tabel 4.51 Regresi Linear Berganda Coefficients Table...............................111