Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL
Wijaya, Carissa Emily
Unknown Affiliation
Education Social Sciences Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
THE INFLUENCE OF PROMOTION, WORD-OF MOUTH, AND BRAND IMAGE ON CONSUMER PURCHASE DECISIONS: A STUDY OF KOPI SOE MEDAN: Promotion, Word-of Mouth, Brand Image, Purchase Decisions, Coffe Shop Industry Wijaya, Carissa Emily; Afrizal; Lisa Elianti Nasution
SOSIOEDUKASI Vol 15 No 2 (2026): SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universaitas PGRI Banyuwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36526/sosioedukasi.v15i2.7902

Abstract

This study aims to analyze the influence of promotion, word of mouth, and brand image on consumer purchase decisions at Kopi Soe Medan. The research employs a quantitative approach using primary data collected through questionnaires distributed to 160 respondents. Data analysis is conducted using multiple linear regression with the assistance of statistical software, including classical assumption tests, t-tests, F-tests, and the coefficient of determination (R²). The results show that partially, promotion, word of mouth, and brand image each have a positive and significant effect on purchase decisions. Simultaneously, all independent variables also have a significant effect on purchase decisions, indicating that the model is statistically valid. Among the variables, brand image has the strongest influence, followed by word of mouth and promotion. The coefficient of determination indicates that the model explains a moderate proportion of the variation in purchase decisions, while the remaining variance is influenced by other factors. These findings suggest that strengthening brand image, optimizing promotional strategies, and encouraging positive word of mouth are essential for improving consumer purchase decisions. Therefore, an integrated marketing strategy is necessary for businesses to remain competitive in the coffee shop industry.
Co-Authors Afrizal Lisa Elianti Nasution