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All Journal Surakarta Management Journal
Vania, Lesta
Fakultas Bisnis, Universitas Katolik Widya Mandala Surabaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PERAN BRAND IMAGE DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN KOPI STARBUCK DI KOTA MADIUN Vania, Lesta; Handayani, Wahyu Prabawati Putri
Surakarta Management Journal VOLUME 6 NO. 1 JUNI 2024
Publisher : Universitas Of Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52429/smj.v6i1.1327

Abstract

This study aims to test and analyze the influence of brand image and brand awareness on Starbucks coffee purchasing decisions in Madiun City. The sample used in this study was 100 respondents of Starbucks coffee consumers in Madiun City. The sampling technique uses purposive sampling with the snowball sampling method. Data collection was carried out online by Google Form. Data analysis techniques use validity tests and reliability tests, classical assumption tests, multiple linear regression tests, hypothesis tests, coefficient of determination (R) tests, and t-tests. The results showed that (1) Brand image variables have a positive and significant effect on purchasing decisions; (2) Brand awareness has a positive and significant effect on purchasing decisions. The value of the coefficient of determination obtained is 0.589. It means that the variables of brand image and brand awareness on purchasing decisions influence 58.9% and the remaining 41.1% are influenced by other variables that are not included in this study.
Co-Authors Wahyu Prabawati Putri Handayani