Influence of Brand Awareness, Brand Image, and Trust Against Kopi Kenangan Purchasing Decisions in West Jakarta
DOI:
https://doi.org/10.22441/jimb.v9i3.21710Keywords:
Brand Awareness, Brand Image, Trust, Purchase DecisionAbstract
This research aims to investigate the impact of brand recognition, brand image, and trust on purchase decisions for Kopi Kenangan, a popular coffee brand in West Jakarta. The study used purposive sampling to select 150 respondents from the Kopi Kenangan customer community, and data was collected through a survey questionnaire. The Partial Least Squares (PLS) technique was used to analyze the data. The study found that brand awareness, brand image, and trust have a significant and positive effect on customers' purchase decisions. The results of this study provide valuable insights into the factors that influence customer loyalty and purchase behavior in the coffee industry.
Downloads
References
Agustiningrum, D., & Andjarwati, A. L. (2021). Pengaruh kepercayaan, kemudahan, dan keamanan terhadap keputusan pembelian di marketplace. Jurnal Ilmu Manajemen, 9(3), 896-906.
Amalia, A., Sudiwijaya, E., & Indrajati, B. P. (2021, November). Klinik Kopi’s Digital Narratives to Maintain Digital Marketing Communication During Covid-19 Pandemic. In 3rd Jogjakarta Communication Conference (JCC 2021) (pp. 52-56). Atlantis Press.
Anwar, M., & Andrean, D. (2021, January). The Effect of Perceived Quality, Brand Image, and Price Perception on Purchase Decision. In 4th International Conference on Sustainable Innovation 2020-Accounting and Management (ICoSIAMS 2020) (pp. 78-82). Atlantis Press.
Arianty, N., & Andira, A. (2021). Pengaruh brand image dan brand awareness terhadap keputusan pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 39-50.
Baisyir, F. (2021). Pengaruh Kesadaran Merek terhadap Kepercayaan Merek dan Dampaknya terhadap Loyalitas Konsumen Hand Body Lotion. Jurnal Apresiasi Ekonomi, 9(2), 191-201.
Joudeh, J. M. M., & Dandis, A. O. 2018. Service Quality, Customer Satisfaction and Loyalty in an Internet Service Providers. International Journal of Business and Management, 13(8), 108. https://doi.org/10.5539/ijbm.v13n8p108
Kapirossi, B., & Prabowo, R. E. (2023). Pengaruh Kualitas Produk, Persepsi Harga, dan Citra Merek terhadap Keputusan Pembelian (Studi di Antariksa Kopi Semarang). Ekonomis: Journal of Economics and Business, 7(1), 66-73.
Kotler, P. & Keller, L.K. 2016. Marketing Management. Pearson Education. Fifteenth Edition.
Mahliza, F., Nugroho, L., & Putra, Y. M. (2021, February). The Effect of E-WOM, Brand Trust, and Brand Ambassador on Purchase Decisions at Tokopedia Online Shopping Site. In IOP Conference Series: Materials Science and Engineering (Vol. 1071, No. 1, p. 012017). IOP Publishing.
Rivai, J. (2021). The role of purchasing decisions mediating product quality, price perception, and brand image on customer satisfaction of Kopi Janji Jiwa. Journal of Business and Management Studies, 3(2), 31-42.
Solihin, D., Ahyani, A., & Setiawan, R. (2021). The Influence of Brand Image and Atmosphere Store on Purchase Decision for Samsung Brand Smartphone with Buying Intervention as Intervening Variables. International Journal of Social Science and Business, 5(2), 262-270.
Themba, O. S., & Latief, F. (2021). Aspect purchasing decisions at consumers lazada: Trust, price, tagline. Jurnal Economic Resource, 4(1).
Tirtayasa, S., Lubis, A. P., & Khair, H. (2021). Keputusan pembelian: sebagai variabel mediasi hubungan kualitas produk dan kepercayaan terhadap kepuasan konsumen. Jurnal Inspirasi Bisnis Dan Manajemen, 5(1), 67-86.
Toffin. (2019). Number of Coffee Shops in Indonesia. Accessed on May 22, 2023 https://toffin.id/
Utama, A. P., & Ambarwati, A. N. (2022). The Effect of Brand Awareness, Brand Image and Trust on Consumer's Repurchasing Interest (Study at PT Astra International Isuzu, Warung Buncit Branch, South Jakarta). Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(4), 28946-28961.
Utama, A.P., & Ambarwati, A. (2022). The effect of brand awareness, brand image and trust on consumer buying interest. Devotion Journal of Research and Community Service, 3(13), 2309-2329.
Utama, A.P. (2023). Manajemen Pemasaran Konsep Dasar dan Ruang Lingkup, Cetakan Pertama. Penerbit CV. Adanu Abimata
Wiraatmadja, J., & Kristiawan, A. (2022). Pengaruh Kesadaran Merek dan Citra Merek pada Keputusan Pembelian (Studi Pada Konsumen Teh Botol Sosro Di Jawa Barat). MBIA, 21(2), 213-223.
Downloads
Published
How to Cite
Issue
Section
License
The copyright of this article was transferred to Universitas Mercu Buana if and when the article was accepted for publication. The undersigned below transfers all and all rights in and to paper including without limitation all copyright to UMB. The undersigned states and guarantees that the paper is genuine and that he is the author of the paper, except material that is clearly identified as the original source, with the notification of the permission of the copyright owner if necessary and has the power and authority to make and carry out this assignment. We state that this paper has not been published in the same form elsewhere.
Furthermore, I / We hereby transfer unlimited publicity rights to the above mentioned papers as a whole to Universitas Mercu Buana. Copyright transfers include the right to reproduce and distribute articles, including reprints, translations, photo reproductions, microforms, electronic forms (offline, online) or other reproductions that have similar properties. The appropriate author signs and accepts the responsibility for releasing this material on behalf of each and all co-authors. This agreement must be signed by at least one of the authors who has obtained approval from the co-author (s) where applicable.
After the submission of this agreement is signed by the appropriate author, changes in authorship or in the order of the registered author will not be accepted. Retained Rights / Provisions and Conditions Although the author is permitted to reuse all or part of the Work in another work, this does not include giving a third party request for reprinting, republishing, or any other type of reuse.
