Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian pada Konsumen Starbucks di Kota Medan
Latar Belakang : Berkembangya coffee shop dan produk kopi di nusantara karena adanya tren minum kopi sudah menjadi bagian dari gaya hidup masyarakat, sehingga membuat persaingan coffee shop satu dengan lainnya agar dapat mencari perhatian konsumen.
Tujuan : Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image dan Brand awareness Terhadap Keputusan Pembelian (Studi Pada Konsumen Starbucks di Kota Medan).
Metode : Bentuk dari penelitian yang dilakukan pada penelitian ini adalah menggunakan jenis kuantitatif dengan pendekatan asosiasif.
Hasil : Hasil penelitian ini menunjukan bahwa Brand Image (X1) dan Brand Awaraness (X2) berpengaruh secara sama-sama (simultan) Keputusan Pembelian (Y).
Kesimpulan : Hasil nilai koefisien korelasi (R) sebesar 0,865, dimana nilai koefisien ini menunjukan hubungan antara Brand Image dan Brand awareness terhadap Keputusan Pembelian Nilai koefisien determinasi penelitian ini menunjukan bahwa variabel Brand Image dan Brand awareness dapat menjelaskan variabel keputusan pembelian sebesar 74,3 %.
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