PERAN BRAND IMAGE DAN BRAND AWARENESS  TERHADAP KEPUTUSAN PEMBELIAN   KOPI STARBUCK MADIUN: PERAN BRAND IMAGE DAN BRAND AWARENESS  TERHADAP KEPUTUSAN PEMBELIAN   KOPI STARBUCK MADIUN

Lesta Vania; Wahyu Prabawati Putri Handayani

doi:10.52429/smj.v6i1.23

Authors

Lesta Vania Fakultas Bisnis, Universitas Katolik Widya Mandala Surabaya
Wahyu Prabawati Putri Handayani Fakultas Bisnis, Universitas Katolik Widya Mandala Surabaya

DOI:

https://doi.org/10.52429/smj.v6i1.23

Keywords:

brand image, brand awareness, purchasing decisions

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.

PERAN BRAND IMAGE DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN KOPI STARBUCK MADIUN