Oktobri, Elyezel Putra Pratama (2024) Pengaruh Promosi dan Citra Merek terhadap Keputusan Pembelian White Coffee pada Mahasiswa FEB Universitas Merdeka Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

Purchase decisions are a crucial process in consumer behavior with broad implications not only on a local scale but also on the global economy. These decisions determine the success or failure of products and services in the market, influence the welfare of companies, and impact overall economic growth. In an era of globalization and increasingly intense business competition, promotion and brand image have become critical factors influencing consumer purchase decisions. The increasing number of white coffee brands emerging in the market shows that competition in this industry is becoming tighter. Companies must formulate effective marketing strategies to win the competition and attract consumer interest, especially among students who are a potential target market. One important factor that can influence consumer purchase decisions is promotion and brand image. Promotion is a marketing tool used to inform, persuade, and remind consumers about the products or services offered. The influence of promotion becomes increasingly important in discussions about purchase decisions. Additionally, brand image reflects the extrinsic qualities of products or services, including how they strive to meet the psychological or social needs of customers. Coffee brands that cancreate positive associations and communicate their unique values have a competitive advantage. This study aims to analyze the influence of promotion and brand image on the purchase decisions of White Coffee among students of the Faculty of Economics and Business, Universitas Merdeka Malang. The population of this study consists of 3,091 students from the Faculty of Economics and Business, Universitas Merdeka Malang. Using probability sampling techniques and the Slovin formula, a sample of 97 respondents was obtained. Data were collected through questionnaires distributed online using Google Forms. Data analysis was conducted using validity and reliability tests ofthe research instruments, classical assumption tests, and multiple linear regression analysis to determine the effect of promotion and brand image on purchase decisions. The results of the study indicate that promotion and brand image have a significant influence on the purchase decisions of White Coffee. Effective promotion can increase consumer awareness and purchase interest, while a positive brand image can strengthen consumer loyalty and trust in the product. This research provides insights for companies in designing more effective marketing strategies and contributes academically to the field of marketing.

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