Andrian, Hartanto (2023) The effect of brand awareness, brand image, and media communication on customer purchase decision at Kopi Janji Jiwa - HM Joni Branch, Medan. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Kopi Janji Jiwa is one of the local brand coffee shops that is present in Indonesia. Purchasing decisions are very important for business continuity. The purpose of this study is also to see the influence of brand awareness, brand image and media communication on purchasing decisions. Respondents stated that they bought the Kopi Janji Jiwa because of the promotional information provided, besides that customer also often experienced problems when buying the Kopi Janji Jiwa products. From a well-known brand, Kopi Janji Jiwa is also less competitive than other brands. On social media, Kopi Janji Jiwa is also less active in updating. This study uses a quantitative design with a descriptive and causal approach. The population in this study were all customers of Kopi Janji Jiwa Branch HM Joni. The sample in this study amounted to 110 people using non-probability sampling with convenience sampling to determine the sample in this study. The distribution of the questionnaires carried out has passed the validity and reliability tests. The data tested also passed the normality test, multicollinearity test, heteroscedasticity, linearity test and multiple linear regression test. The hypothesis test with the result that brand awareness, brand image and media communication partially or simultaneously influence purchasing decisions on Kopi Janji Jiwa. Can be recommended to Kopi Janji Jiwa to increase promotions such as providing beverage purchase packages, updating packaging, being active in updating social media, and making innovations such as providing unique menu names and different flavors from others/Kopi Janji Jiwa merupakan salah satu coffee shop merek lokal yang hadir di Indonesia. Keputusan pembelian menjadi hal yang sangat penting bagi keberlansungan bisnis. Tujuan penelitian ini juga untuk melihat pengaruh dari kesadaran merek, citra merek dan komunikasi media pada keputusan pembelian. Responden menyatakan bahwa mereka membeli kopi janji jiwa karena adanya info promosi yang diberikan, selain itu pelanggan juga kerap mengalami kendala ketika membeli produk Kopi Janji Jiwa. Dari merek yang terkenal, saat ini Kopi Janji Jiwa juga kalah bersaing dibandingkan merek lain. Pada sosial media juga Kopi Janji Jiwa kurang aktif dalam melakukan update. Penelitian ini menggunakan desain kuantitatif dengan pendekatan deskriptif dan kausal. Populasi dalam penelitian ini adalah semua pelanggan Kopi Janji Jiwa Cabang HM Joni. Sampel dalam penelitian ini berjumlah 110 orang menggunakan nonprobability sampling dengan convenience sampling untuk menentukan sampel dalam penelitian ini. Penyebaran kuesioner yang dilakukan telah lulus uji validitas dan keandalan. Data yang diuji juga lulus uji normalitas, tes multikolinearitas, heterokedastisitas, uji linearitas dan uji regresi linier berganda. Dari uji hipotesis dengan hasil bahwa kesadaran merek, citra merek dan komunikasi media berpengaruh secara parsial maupun simultan terhadap keputusan pembelian pada Kopi Janji Jiwa. Dapat direkomendasikan ke Kopi Janji Jiwa untuk meningkatkan promosi seperti memberikan paket pembelian minuman, melakukan update terhadap kemasan, aktif dalam melakukan update sosial media, dan melakukan inovasi seperti memberikan nama menu yang unik dan rasa yang berbeda dari lainnya
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | brand awareness; brand image; media communication; customer purchase decision | ||||||||
Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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Divisions: | University Subject > Current > Faculty/School - UPH Medan > Business School > Management Current > Faculty/School - UPH Medan > Business School > Management |
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Depositing User: | Users 28973 not found. | ||||||||
Date Deposited: | 15 Feb 2023 09:09 | ||||||||
Last Modified: | 15 Feb 2023 09:09 | ||||||||
URI: | http://repository.uph.edu/id/eprint/54337 |
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