The Influence Of Brand Image And Promotion On Purchase Decisions At Kyafe Coffee In Bandar Lampung

Rafif Zulfan Alghifari Agata; Aida Sari

doi:10.63922/ijebir.v5i06.7250

Rafif Zulfan Alghifari Agata Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia
Aida Sari Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i06.7250

Keywords: Keywords: Brand Image, Promotion, Purchase Decision, Kyafe Coffee

Abstract

This study aims to determine the influence of brand image and promotion on purchase decisions at Kyafe Coffee in Bandar Lampung. This research used a quantitative method with a descriptive approach. The population in this study consisted of consumers of Kyafe Coffee in Bandar Lampung who had purchased its products. The sampling technique used was non-probability sampling with purposive sampling, involving 100 respondents who met the research criteria. Data were collected through questionnaires distributed using Google Forms. The data analysis techniques used in this study included multiple linear regression analysis, t-test, F-test, and coefficient of determination. The results showed that brand image had a positive and significant influence on purchase decisions at Kyafe Coffee in Bandar Lampung. This was indicated by a t-value of 4.761, which was greater than the t-table value of 1.661, with a significance value of 0.001 < 0.05. Promotion also had a positive and significant influence on purchase decisions, with a t-value of 3.819 > 1.661 and a significance value of 0.001 < 0.05. The Adjusted R Square value of 0.462 indicates that brand image and promotion simultaneously explain 46.2% of the variation in purchase decisions, while the remaining 53.8% is explained by other factors outside the scope of this study. Therefore, better brand image and promotional activities at Kyafe Coffee are associated with higher consumer purchase decisions.

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