Brand Personality Affecting the Perceived Value for Small Local Coffee Businesses in the Eastern Region

Abstract

The objective of this paper aim to analyze the factors related to brand personality influencing the perceived value of small local coffee companies. The survey was conducted to collect information on the coffee consumption behavior of 400 sampling of medical staff in the eastern region, with random sampling by lottery method.  The instrument used to collect data was a questionnaire with 63 sections. The collected data were presented with basic statistical data using descriptive statistical methods such as mean, percentage, standard deviation, and inferential statistical analysis. In order to investigate the relationship between the independent variables and the dependent variables, multiple linear regression (MLR) was analyzed. The hypothesis testing was performed using multiple linear regression analysis with statistical significance at the 0.05 level. The result showed that the factors influencing consumers' perceived value in significant agreement with the main hypothesis is the brand personality factor. In addition, the factors corresponding to the sub-hypotheses consist of four factors namely sincerity, enthusiasm, competence, and complexity, while the taste factor was not in agreement with the sub-hypotheses. When examining species diversity using the tolerance and variance inflation factor (VIF), it was also found that the analysis results of all independent variables ranged from 1.34 to 2.80, which was below the established threshold of 5.00. Therefore, it can be concluded that there is no multicollinearity problem.