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All Journal JURNAL SAINS PEMASARAN INDONESIA Value Added : Majalah Ekonomi dan Bisnis Jurnal STIE Semarang (Edisi Elektronik) BISECER (Business Economic Entrepreneurship) SOLUSI JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen dan Akuntansi PROFICIO: Jurnal Pengabdian Masyarakat Carmin: Journal of Community Service Management Analysis Journal
Eko Sasono
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Journal : JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen dan Akuntansi

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PENGARUH CITRA MEREK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA TOMORO COFFEE SEMARANG Musfiyana, Risma; Sasono, Eko; Subekti, Heni
JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen dan Akuntansi Vol 7 No 1 (2025): jurnal capital
Publisher : Sekolah Tinggi Ilmu Ekonomi Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33747/capital.v7i1.299

Abstract

In the midst of increasingly fierce coffee industry competition, coffee shop businesses in Indonesia are faced with big challenges to remain relevant and attractive to customers. Dependence on quality raw materials, price competitiveness and promotion of needs to present special customer experiences become crucial factors.Tomoro Coffee comes as an example of how a coffee brand can developrapidly in a short time. With the support of technology, innovative strategies, and commitment to product quality, Tomoro Coffee won the hearts of Indonesian consumers. With the support of technology, innovative strategies, and commitment to product quality, Tomoro Coffee won the hearts of Indonesian consumers. Founded in August 2022 by Xing Wei Yuan, Tomoro Coffee now has more than 200 outlets throughout Indonesia.This study aims to determine the effect of brand image, price, and promotion on purchasing decisions at Tomoro Coffee in the city of Semarang. The population in this study was Tomoro Coffee customers in the city of Semarang. The sampling technique used by purposive sampling with 100 respondents is determined using the lemeshow formula. Research data were analyzed using multiple regression methods. The results showed that the brand image had an influence on purchasing decisions, prices had an influence of purchasing decisions, then promotion also had an influence on purchasing decisions.
Co-Authors Anggraeni, Ngurah Ayu Dian Ardhyatama, Airlangga Arini Novandalina Arya Northa Raflesia Dwi Purwaningsih, Dwi Fauziyanti, Wachidah Irian Pratama, Septian Bagus Mas'ud, Fuad Musfiyana, Risma Prasetyo, Rizki Adi Puji Rahayu Rahmi Yuliana Rizki Adi Prasetyo Prasetyo Sopi Sopi Sopi, Sopi Subekti, Heni Sunarto, Stephanus Tiara Nove Ria Tyas, Anggoro Ning Ulfatun Nikmah ULFATUN NIKMAH Widiyasari, Dian Zumrotun Nafiah