Open AccessPengaruh Kampanye Cup of Courage Starbucks terhadap Minat Beli Produk Minuman Pink Voice di Starbucks Stasiun Jakarta Kota
Author(s) -
Ricky Putra,
Diah Ayu Candraningrum
Publication year - 2021
Publication title -
prologia
Language(s) - English
Resource type - Journals
ISSN - 2598-0777
DOI - 10.24912/pr.v5i1.8139
Subject(s) - courage , nonprobability sampling , advertising , humanities , art , sociology , business , political science , law , population , demography
Along with the habits of the Indonesian people in consuming coffee which has become a hereditary tradition, many coffee shops with new brands and identities are starting to emerge and spread in various regions in Indonesia. One of the biggest companies in the world in the coffee industry is Starbucks. This study discusses one of the Starbucks campaigns that carries the theme of Cup of Courage. In this study there are two variables, namely the campaign variable and buying interest. This study uses quantitative techniques with survey methods and uses Starbucks Jakarta City Station as an observation unit. Primary data were collected by purposive sampling method, and 100 respondents were collected who were directly related to the Cup of Courage campaign. Data analysis using SPSS for windows 15. Based on the results of research conducted there is a very strong influence between the Cup of Courage campaign on buying interest in Pink Voice beverage products, which are in the interval 0.8-1.00 on the correlation coefficient test results.Seiring dengan kebiasaan masyarakat Indonesia dalam mengkonsumsi kopi yang sudah menjadi tradisi turun temurun, banyak kedai kopi dengan merek dan identitas baru yang mulai bermunculan dan tersebar di berbagai daerah di Indonesia. Salah satu perusahaan besar di dunia dalam bidang industri kopi ialah Starbucks. Penelitian ini membahas mengenai salah satu kampanye Starbucks yang mengusung tema Cup Of Courage. Didalam penelitian ini terdapat dua variabel, yaitu variabel kampanye dan minat beli. Penelitian ini menggunakan pendekatan penelitian kuantitatif dengan metode pengumpulan data berupa survei, dan menggunakan Starbucks Stasiun Jakarta Kota sebagai unit observasi. Data primer dikumpulkan dengan metode purposive sampling, dan terkumpul sebanyak 100 responden yang berkaitan langsung dengan kampanye Cup Of Courage. Analisis data menggunakan SPSS di windows 15. Berdasarkan hasil penelitian yang dilakukan terdapat pengaruh yang sangat kuat antara kampanye Cup Of Courage terhadap minat beli produk minuman Pink Voice, yang berada di interval 0,8-1,00 pada hasil uji Koefisien Korelasi.