From Brand to Brew: How Image, Price, and Promotion Shape Coffee Purchase Decisions

Abstract

This study aims to analyze the influence of brand image, price perception, and sales promotion on the purchase decision of Kopi Kenangan consumers in Tangerang City. The background of the research is based on the phenomenon of the rapid growth of the coffee industry in Indonesia, characterized by the expansion of Kopi Kenangan which continues to expand in various major cities. The research method uses a quantitative approach with a causal design, involving one hundred respondents selected through purposive sampling techniques. The research instrument was in the form of a questionnaire with a five-point Likert scale, and the data were analyzed using multiple linear regression with partial tests, simultaneous tests, and determination coefficients. The results show that brand image has a positive and significant effect on purchase decisions, price perception has the most dominant influence, and sales promotion also has a significant effect. Simultaneously, all three variables have been shown to influence consumer purchasing decisions, with variation in decisions that can be largely explained by brand image, price perception, and sales promotions. The study concludes that an integrated marketing strategy that includes brand image strengthening, appropriate pricing, and creative and relevant sales promotion is essential to improve consumer purchasing decisions. These findings provide theoretical contributions to the marketing literature as well as practical recommendations for companies in the face of increasingly fierce coffee industry competition.