Pengaruh Promosi Dan Citra Merek Terhadap Keputusan Pembelian Konsumen Pada Fuun Cafe Maumere

Petrisia Oliva Bala; Yoseph Darius Purnama Rangga; Margaretha Yulianti

doi:10.59603/niantanasikka.v4i4.1492

Authors

Petrisia Oliva Bala Universitas Nusa Nipa
Yoseph Darius Purnama Rangga Universitas Nusa Nipa
Margaretha Yulianti Universitas Nusa Nipa

DOI:

https://doi.org/10.59603/niantanasikka.v4i4.1492

Keywords:

Promotion, Brand Image, Purchasing Decision, Fuun Cafe Maumere

Abstract

This study aims to determine and analyze the effect of promotion and brand image on consumer purchasing decisions at Fuun Cafe Maumere, both partially and simultaneously. This research was conducted because a purchasing decision gap of 23.83% was found, indicating that consumer purchasing decisions at Fuun Cafe have not been optimal, allegedly influenced by promotion strategies and brand image that have not been maximized. This study used a quantitative approach with a survey method. The population consisted of all consumers who had made purchases at Fuun Cafe Maumere, the exact number of which is unknown. The sample was set at 100 respondents using the Lemeshow formula. Data were collected through a 1-5 Likert-scale questionnaire and analyzed using validity and reliability tests, descriptive analysis, classical assumption tests, multiple linear regression, t-test (partial), F-test (simultaneous), and the coefficient of determination (R²) with the help of SPSS version 23. The results show that: (1) Promotion has a positive and significant effect on consumer purchasing decisions at Fuun Cafe Maumere, with tcount = 4.190 > ttable = 1.984 and significance 0.000 < 0.05; (2) Brand image has a positive and significant effect on purchasing decisions, with tcount = 6.376 > ttable = 1.984 and significance 0.000 < 0.05; (3) Promotion and brand image simultaneously have a positive and significant effect on purchasing decisions, with Fcount = 119.436 > Ftable = 3.09 and significance 0.000 < 0.05. The contribution of promotion and brand image to purchasing decisions is 71.1% (R² = 0.711), while the remaining 28.9% is influenced by other factors outside the research variables. Based on the results, it can be concluded that effective promotion and a strong brand image are proven to increase consumer purchasing decisions at Fuun Cafe Maumere. Management is advised to continue optimizing promotional strategies through social media and strengthening brand image so that it becomes more widely recognized and trusted by consumers amid increasingly competitive culinary industry competition.

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