MABIS: Manajemen dan Bisnis
Vol 24, No 2 (2025): September 2025

The role of brand image as an intervening variable to increase purchase decisions

Yusup, Ariska Maulana (Unknown)
Lukitaningsih, Ambar (Unknown)
Fadhilah, Muinah (Unknown)

Article Info

Publish Date
21 Sep 2025

Abstract

Intensifying competition in Indonesia’s food & beverage industry forces brands to differentiate. This study analyses whether brand image mediates the influence of store atmosphere and celebrity endorsement on purchase decisions in coffee shops. Data from 144 customers were gathered through purposive sampling and analysed with SPSS 23, employing validity, reliability, classical assumption, and Sobel tests. Results confirm that store atmosphere and celebrity endorsement positively affect both brand image and purchase decisions. Brand image is also proven to fully mediate the relationship between store atmosphere and purchase decisions, resolving inconsistencies in previous studies and providing practical guidance for coffee‐chain marketers.

Copyrights © 2025




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
MABIS: Manajemen dan Bisnis
Website

Abbrev

mabis

Publisher

Universitas Surabaya

Subject

Economics, Econometrics & Finance Social Sciences

Description

Manajemen & Bisnis (MABIS) is an open access journal with ISSN 1412-3789 and e-ISSN 2477-1783. The editorial board invites authors and experts to publish and share their ideas through scientific and empirical research in the field of Management and Business. The major objective of the publication is ...