Pengaruh Promosi, Citra Merek, Lokasi Instagramable dan Lokasi Terhadap Keputusan Pembelian Pada Kopi Janji Jiwa di Jl Barata Jaya Surabaya. (The Influence of Promotion, Brand Image, Instagramable Location and Location on Purchasing Decisions on Janji Jiwa Coffee on Jl Barata Jaya Surabaya).

Julianto, Thomas (2023) Pengaruh Promosi, Citra Merek, Lokasi Instagramable dan Lokasi Terhadap Keputusan Pembelian Pada Kopi Janji Jiwa di Jl Barata Jaya Surabaya. (The Influence of Promotion, Brand Image, Instagramable Location and Location on Purchasing Decisions on Janji Jiwa Coffee on Jl Barata Jaya Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to examine the effect of promotion, brand image, Instagramable locations, and discounts on purchasing decisions for Janji Jiwa Coffee on Jl.Barata Jaya, Surabaya. The independent variable in this study is the purchase decision. The population of this study were all Kopi Janji Jiwa customers from this population, which resulted in a sample of 90 respondents. Sampling method using Accidental sampling (sampling based on coincidence). The research analysis method used is validity test, reliability test, classical assumption, multiple linear regression analysis, R² test, t test and f test. Based on the results of this study, when viewed from the t test, the promotion variable has a significant effect on coffee purchasing decisions Promise Soul on Jl.Barata Jaya Surabaya is 2.938 with a significance value of 0.004  0.05, Promotional Brand Image has a significant effect on purchasing decisions on Coffee Promise Soul On Jl.Barata Jaya Surabaya of 2.157 with a significance value of 0.034  0.05, Instagramable location has a significant effect on purchasing decisions on Janji Jiwa Coffee on Jl.Barata Jaya Surabaya of 2.416 with a significance value of 0.018  0.05, Discounts have a significant effect on purchasing decisions on Coffee Janji Jiwa on Jl.Barata Jaya Surabaya of 2.879 with a significant value of 0.005  0.05. Meanwhile, it can be seen from the F test that simultaneously the promotion variables, brand image, instagramable locations, and discounts influence purchasing decisions on Kopi Janji Jiwa on Jl.Barata Jaya Surabaya with a significance level of 0.000  0.05. Keywords: Promotion, Brand Image, Instagramable Locations, Discounts and Purchasing Decisions

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