PENGARUH ATMOSFER KAFE, DAYA TARIK PROMOSI, DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi Pada Kafe Blackbone Coffee Banyumanik, Semarang)
Abstract: Food business is one
of the favorite business in Semarang, especially café. It’s proven with the
rising of the growth number by 2010 to 2016 in Semarang area. One of the
favorite café is Blackbone Coffee, located in Banyumanik. The tight competition
in this business become one of the factor of decreasing selling in Blackbone
Coffee. Therefore creative ideas are needed to hold the business on.
The goal of
this study is
to explain the
influence of the
café’s atmosphere, promotion
appeal, and product’s variety to the purchase decision, where the brand image
is used as the intervening variable between the café’s atmosphere, promotion
appeal, and product’s variety of the purchase decision in the Blackbone café.
Those factors have the biggest impact in the purchase decision by the
customers. Sample were collected from 100 respondents. Respondents' answers
were analyzed by Multiple Linear Regression using SPSS program.
The result show that café’s atmosphere, promotion appeal, and product
variety has positive and significant impact on brand image variable. 0,383 for
café atmosphere, 0,161 for promotion appeal, and 0,459 for product variety.
Brand image as the intervening variable has positive and significant impact on
purchase decision variable with 0,443.
Keywords: Brand image, café’s
atmosphere, product variety, promotion appeal, and purchase decision
Penulis: Yessi Lestari, Harry
Soesanto
Kode Jurnal: jpmanajemendd171011
