PENGARUH HARGA DAN PROMOSI TERHADAP MINAT BELI MINUMAN KOPI SECARA ONLINE MELALUI GO-FOOD DENGAN KEPERCAYAAN SEBAGAI VARIABEL MEDIASI (Studi Kasus Konsumen Kopi di Beli Kopi, Episode 24)

Abstract

The increase in production, consumption and the culture of drinking coffee inherent in Indonesia has led to the rapid growth of coffee shops. Entrepreneurs are required to innovate in order to attract consumers to buy. The rapid development of internet users and e-commerce users in Indonesia has reached 88.1%. Innovation that can be done is to sell online through online food delivery. Go-food is a type of online food delivery service. Interest in buying coffee through online food delivery can be influenced by price, marketing, and trust. With trust as a mediating variable, this study aims to examine the effect of price, promotion, and trust on the intention to buy coffee drinks at Buy Coffee using Go-food. Structural Equation Modeling (SEM) based on Partial Least Square (PLS) is the research methodology used. A sample of 155 respondents selected by incidental sampling technique was given a questionnaire and interviewed. Research reveals that price has a positive and significant effect on trust (p<0.001) and purchase intention (p<0.001). Promotion has a positive and significant effect on trust (p<0.001) and purchase intention (p=0.001). Trust has a positive and significant effect on purchase intention (p<0.001). Price through trust has a positive and significant effect on purchase intention (p=0.020). Promotion through trust has a positive and significant effect on purchase intention (p=0.026).