PENGARUH KREDIBILITAS MEREK, WORD OF MOUTH, DAN PERSEPSI KUALITAS TERHADAP NIAT BELI PADA PRODUK LUWAK WHITE KOFFIE DI SURABAYA

Competition between industries become so tight, one industry is experiencing a lot of competition are an industry engaged in manufacturing, especially in the food and beverage sector, this sector has the competition tight enough of them are industrial products of coffee, coffee is a drink made from coffee beans are processed by way of roasted and ground coffee into a powder, such as Luwak White Koffie which is the latest products at affordable prices cheaper than PT. Javaprima Abadi previously known to the public as a company that produces good quality of civet coffee in Indonesia. The aim of research to test the significance of the simultaneous effect of partial and credibility of the brand, word of mouth, perception of quality to consumers on the product's purchase intention Luwak White Koffie in Surabaya. Causal comparative study design. Methods of data collection using the questionnaire. The sample population in this study were residents of Surabaya who know and have seen ad Luwak White Koffie in television media or other media and never see the product packaging Luwak White Koffie. The sampling technique in this study using nonprobability Sampling and also using the convenience sampling technique with a sample size of 80 samples. Analysis of data using multiple linear regression analysis. The results of the data analysis and discussion can be concluded credibility of the brand, word of mouth, and the perception of quality partially and simultaneously significant effect on purchase intention Luwak White Koffie in Surabaya. Keywords:Brand Credibility, Word of Mouth, Perceived Quality Intention to Bu