Pengaruh Brand Awareness dan Marketing Mix terhadap Keputusan Pembelian Kopi di TEFA SV IPB University

Abstract

Teaching Factory (TEFA) SV IPB University merupakan unit usaha yang bergerak di bidang pengolahan dan pemasaran kopi. Penelitian ini bertujuan menganalisis pengaruh brand awareness dan marketing mix terhadap keputusan pembelian serta kelayakan usaha kopi TEFA. Penelitian menggunakan metode kuantitatif dengan teknik purposive sampling terhadap 57 responden. Data dikumpulkan melalui observasi, wawancara, dan kuesioner, kemudian dianalisis menggunakan regresi linear berganda dengan SPSS. Analisis kelayakan dilakukan berdasarkan aspek nonfinansial dan finansial menggunakan indikator NPV, Net B/C, Gross B/C, IRR, dan Payback Period. Hasil penelitian menunjukkan bahwa brand awareness, produk, harga, dan promosi berpengaruh signifikan terhadap keputusan pembelian, sedangkan tempat tidak berpengaruh signifikan. Secara simultan seluruh variabel berpengaruh signifikan dengan nilai R² sebesar 68,5%. Hasil analisis kelayakan menunjukkan usaha kopi TEFA layak dikembangkan dengan NPV sebesar Rp336.836.456, Net B/C 2,27, Gross B/C 1,42, IRR 29,51%, dan Payback Period 5,51 tahun.

The Teaching Factory (TEFA) at IPB University’s Vocational School is a business unit engaged in coffee processing and marketing. This study aims to analyze the influence of brand awareness and the marketing mix on purchasing decisions as well as the feasibility of the TEFA coffee business. The study employed a quantitative method using purposive sampling with 57 respondents. Data were collected through observation, interviews, and questionnaires, then analyzed using multiple linear regression with SPSS. Feasibility analysis was conducted based on non-financial and financial aspects using the following indicators: NPV, Net B/C, Gross B/C, IRR, and Payback Period. The results show that brand awareness, product, price, and promotion have a significant effect on purchasing decisions, while location does not have a significant effect. Simultaneously, all variables have a significant effect with an R² value of 68.5%. The feasibility analysis results indicate that the TEFA coffee business is feasible to develop, with an NPV of Rp336,836,456, a Net B/C of 2.27, a Gross B/C of 1.42, an IRR of 29.51%, and a Payback Period of 5.51 years.