Pengaruh Brand Image Dan Komunikasi Pemasaran Terhadap Keputusan Pembelian Di Simposium Coffee
DOI:
https://doi.org/10.55606/jimek.v3i1.2119Keywords:
Brand image, marketing communication, Purchase decisionAbstract
This study aims to determine the effect of Brand Image and Marketing Communication on Purchase Decisions at the Coffee Symposium. The researcher uses an associative quantitative research method with a sampling technique that uses non-probability sampling and incidental sampling consisting of 100 respondents at the Coffee Symposium. The data collection technique used in this research is by distributing questionnaires and processing data using SPSS computer software. This study contains the independent variables brand image and marketing communication, with purchasing decisions as the dependent variable. The results of the validity test show that rcount > rtable means that all variables in this test are valid with a Cronbach Alpha value > 0.60 which means that they are reliable in the reliability test. Based on the T-test, the results showed that there was a significant effect on the brand image and the marketing communication influence on purchasing decisions at Symposium Coffee.
References
Anjarsari, Vidiani, dkk. 2021. Pengaruh Komunikasi Pemasaran Dan Experiential Marketing Terhadap Keputusan Pembelian Di Marketplace Shopee (Studi Pada Marketplace Shopee Di Universitas Telkom). E-Proceeding of Management. Vol 8 No 5 Oktober 2021. ISSN 2355-9357. Access: https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/16374/16087
Arianty, Nel, dkk. 2021. Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian. Jrnal Ilmiah Magister Manajemen. Volume 4, Nomor 1, Maret 2021. E-ISSN 2623-2624. Access: http://jurnal.umsu.ac.id/index.php/MANEGGIO
Arifin, dkk. 2017. Pengaruh Produk, Harga, Distribusi dan Promosi Terhadap Keputusan Pembelian. Jurnal Ecobuss. Volume 5, Number 2, pp 10-21. ISSN 2337 – 9340. Open Access : https://ejournal.upm.ac.id/index.php/ecobuss/.
Bintoro, dkk. 2016. Pengaruh Komunikasi Pemasaran, Kepercayaan Merek Dan Ekuitas Merek Terhadap Keputusan Pembelian (Studi Pada Produk Bubur Bayi Promina di Carrefour Wilayah Jakarta Selatan). Jurnal Sains Pemasaran Indonesia. Volume XV, No. 1, Mei 2016. E-ISSN 2580-118X. Access: https://doi.org/10.14710/jspi.v15i01.24 - 33
Delima, Margareta Krissa, dkk. 2020. Pengaruh Komunikasi Pemasaran Terhadap Keputusan Membeli Buku Oleh Masyarakat Pada Gramedia Banjarmasin Veteran. Jurnal Ilmu Komunikasi. Vol 3 No 1 Me1 2020. E-ISSN 2686-17BX. Access: https://ojs.uniska-bjm.ac.id/index.php/mutakallimin/article/view/3526 Firmansyah, Anang. 2020. Komunikasi Pemasaran. Pasuruan : CV. Penerbit Qiara Media
Gustini, Sri dan Citra Lestari. 2020. Pengaruh Brand Image Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pada Dealer Pd. Panca Motor Sekayu. Jurnal Manajemen Kompeten. Vol 3 No 2 Desember 2020. Access: https://scholar.google.com/scholar?as_ylo=2021&q=pengaruh+brand+image+terhadap+keputusan+pembelian&hl=id&as_sdt=0,5&lookup=0#d=gs_qabs&u=%23p%3DbB8-l16s850J
Kotler, P.dan Keller, K.L. 2008 . Manajemen Pemasaran Edisi Ketiga Belas. Jakarta: PT Indeks
Lia, Ade, dkk. 2022. Pengaruh Persepsi Konsumen, Labelisasi Halal Dan Citra Merek Terhadap Keputusan Pembelian Produk Herbal Skincare SR12. Jurnal Kajian Ekonomi & Bisnis Islam. Vol 5 No 2 (2022). P-ISSN 2620-295 E-ISSN 2747-0490. Access: https://scholar.google.com/scholar?as_ylo=2022&q=pengaruh+brand+image+terhadap+keputusan+pembelian&hl=id&as_sdt=0,5&lookup=0#d=gs_qabs&u=%23p%3DOhkjlET-kOcJ
Miati, Iis. 2020. Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar). Jurnal ABIWARA. Vol 1 No 2 Maret 2020. ISSN 2686-1577. Access: https://ojs.stiami.ac.id/index.php/ABIWARA/article/view/795
Prayitno, Agung, dkk. 2021. Pengaruh Brand Image, Lifestyle Dan Promosi Terhadap Keputusan Pembelian Sepatu Ventela (Studi Kasus Pada Konsumen Toko Gorilla Market Bululawang). E-Jurnal Riset Manajemen. Access: www.fe.unisma.ac.id
Saputri, Lia Eka dan Agus Utomo. 2021. Pengaruh Brand Image, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Sepatu Converse Di Surakarta. Jurnal Manajemen, Bisnis dan Pendidikan. Vol 8 No 1 (2021). ISSN: 1979-2700. Access: https://e-journal.stie-aub.ac.id/index.php/excellent
Sari, Aditya Julita, dkk. 2021. Pengaruh Brand Image terhadap Keputusan Pembelian Konsumen : Studi Kasus Variabel Green Marketing dan Brand Ambassador UMKM Ngudi Rejeki Kelorida. Jurnal Ekonomi, Keuangan & Bisnis Syariah. Volume 4 No 2 (2021) P-ISSN 2656-2871 E-ISSN 2656-4351. Access: https://doi.org/10.47467/alkharaj.v43i2.644
Sujarweni, Wiratna. 2019. Metodelogi Penelitian - Bisnis & Ekonomi. Yogyakarta: Pustaka Baru Press
Suwastiari, Ni Luh Putu, dkk. 2021. Pengaruh Green Marketing, Kualitas Produk, Dan Brand Image Terhadap Keputusan Pembelian Pada Starbucks Coffee Di Denpasar. Jurnal EMAS. Vol 2 Nomor 1 Januari 2021. Access: http://ejournal.unmas.ac.id/index.php/emas/article/view/1405