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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Assets : Jurnal Ilmiah Ilmu Akuntansi, Keuangan dan Pajak eCo-Fin West Science Social and Humanities Studies Jurnal Penelitian dan Pengkajian Ilmiah JIMEK
Andrianata, Mufid
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : JIMEK

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Pengaruh Brand Image Dan Komunikasi Pemasaran Terhadap Keputusan Pembelian Di Simposium Coffee Agustina Pujiastuti; Mufid Andrianata; Aghnia Azzar Ulfah; Anang Maulana Romadhoni; Widya Nur Ainy
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 3 No. 1 (2023): MARET : JURNAL ILMU MANAJEMEN, EKONOMI DAN KEWIRAUSAHAAN
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v3i1.2119

Abstract

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.
Co-Authors Aghnia Azzar Ulfah Agustina Pujiastuti Anang Maulana Romadhoni Febriani, Alvina Fithrianto, M Novan Fithrianto, M. Novan Hasanah, Irma Uswatun Muhammad Syarif Hidayatullah Elmas Nisak, Choirun Perwitasari, Dyah Ayu R Hery Koeshardjono Rustianawati, Mutimmah Sari, Putri Devita Suharsono, Judi Widya Nur Ainy Wilamsari, Feni Wulandari, Lusiana