Pengaruh Promosi, Brand Trust, dan Brand Image, Terhadap Keputusan Pembelian Pembelian pada Tomoro Coffee Kota Batam

Kurnia Novelina Ndruru; Tiurniari Purba

doi:10.55606/jaemb.v6i2.10690

Authors

Kurnia Novelina Ndruru Universitas Putera Batam
Tiurniari Purba Universitas Putera Batam

DOI:

https://doi.org/10.55606/jaemb.v6i2.10690

Keywords:

promotion, brand trust, brand image, purchasing decision, coffee shop

Abstract

this study was conducted to analyze the influence of promotion, brand trust, and brand image on purchasing decisions at Tomoro Coffee in Batam City. This study used a quantitative approach with a survey method. Data were collected by distributing questionnaires to 100 respondents who were tomoro coffee consumers. The sampling technique used was purposive sampling with the SPSS application. The results showed that promotion, brand trust, and brand image had a positive and significant influence on purchasing decisions, both partially and simultaneously. These findings indicate that an effective promotional strategy, consumer trust, and a positive brand image can encourage consumers to make repeat purchases. This study is expected to provide considerations for coffee shop business in designing appropriate marketing strategies to optimize purchasing decisions.

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