PENGARUH TAGLINE DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK LUWAK WHITE KOFIE PADA MASYARAKAT PENIKMAT KOPI DI SIDOARJO

Abstract

The rapid development in the field of modern technology today makes people get informationmore quickly and practically. Through taglines and online customer reviews is a form of promotion carried out by companies to introduce their products to be better known and easily remembered by consumers. Companies that are able to convey product information through their marketing programs, especially in using advertisements in print or electronic media, usually compete between companies in creating taglines or slogans for their products in orderto leave a lasting impression that is easy for consumers to remember. Apart from taglines, online customer reviews are used as a means for consumers to find and obtain information about products which will later influence purchasing decisions. This study was conducted to determine and analyze whether taglines affect purchasing decisions for Luwak White Koffie products for coffee lovers in Sidoarjo and to determine and analyze whether online customer reviews affect purchasing decisions for Luwak White Koffie products for coffee lovers in Sidoarjo. This research is aimed at respondents who have listened to and seen the tagline and online customer reviews of Luwak White Koffie products with a non-probability sampling method of purposive sampling type and set 96 respondents as samples. The data analysis technique used is linear regression analysis and hypothesis testing. The results obtained by this study indicate that there is an influence of taglines on purchasing decisions for Luwak White Koffie products for coffee lovers in Sidoarjo and there is an influence of online customer reviews on purchasing decisions for Luwak White Koffie products for coffee lovers in Sidoarjo.