The Mediating Role of Brand Image in The Relationship Between Advertising and Purchase Decision (Evidence at Maxx Coffee Shop in Kemang, South Jakarta)

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Kim, Nara (2020) The Mediating Role of Brand Image in The Relationship Between Advertising and Purchase Decision (Evidence at Maxx Coffee Shop in Kemang, South Jakarta). Graduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

According to Toffin and MIX research coffee shop business in Indonesia and domestic coffee consumption will increase within the year 2020. The biggest market came from the millennial generation and close to millennial with the age range of 18 to 39 years. Due to the emerging market and low barrier of new entrants, each coffee shop needs to have the best product quality and brand image, because it will directly influence the purchasing decision process. This research aims to identify the effect of advertising on purchasing decisions and the mediation role of brand image in Jakarta's Coffee Shop. This research obtained 100 respondents of millennial milk coffee consumers in South Jakarta and resulted that higher the advertising activity will affect higher brand image and purchase decision,the higher the brand image will affect a higher purchase decision, and having a higher advertising along with high brand image activity which will impact the purchase decision. Keywords: Coffee Shop, Advertising, Brand Image, Purchase Decision

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: Thesis > Master of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 01 Feb 2021 08:24
Last Modified: 22 Nov 2021 04:43
URI: http://repository.ipmi.ac.id/id/eprint/1043

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