Pengaruh Promosi Online dan Brand Image Terhadap Keputusan Pembelian pada Produk UMKM Kopi Kenangan Ruko Ahmad Yani di Bandar Lampung
Main Article Content
Abstract
The purpose of this study is to investigate the impact of online advertising on purchase decisions, the impact of brand image on purchase decisions, and the combined impact of online advertising and brand image on purchase decisions. The study should test her two independent variables: online advertising and brand image. The study population consisted of 100 respondents who ingested Kopi Kenangan Ruko Ahmad Yani in Bandar Lampung and was randomly selected using a random sampling method. Data was collected by questionnaire. The research methods used are multiple regression analysis and testing of validity, reliability, classical hypothesis testing, and hypothesis testing. Collected data was processed using SPSS version 25 software. The results showed that online advertising had a positive and significant impact on the decision to purchase Kopi Kenangan Ruko Ahmad Yani in Bandar Lampung. Brand image also has a positive and significant impact on the purchasing decisions of Kopi Kenangan Ruko Ahmad Yani of Bandar Lampung. In addition, online promotions and brands his image have a positive and significant impact on purchase decisions of Bandar his Lampung Kopi Kenangan Ruco Humad his Yani.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
An author  who publishes in the  Jurnal Manajemen Teknologi agrees to the following terms:
- Author retains the  copyright and grants the journal the right of first publication of  the work simultaneously licensed under the Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Author is  able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book)with the  acknowledgement of its initial publication in this journal.
- Author is  permitted and encouraged to post his/her  work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).
Jurnal Ekonomi Manajemen Teknologi (EMT) KITA by http://journal.lembagakita.org/index.php/emt/index is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Damayanti, D., Subagja, F. A. R., & Haedar, M. D. (2022). Pengaruh Promosi Online dan Brand Image terhadap Keputusan Pembelian pada Produk Clothing Whynostalgia di Bogor. Value: Journal of Management and Business, 7(2), 42-50.
Fahmi, M., Arif, M., Farisi, S., & Purnama, N. I. (2020). Peran brand image dalam memediasi pengaruh social media marketing terhadap repeat purchase pada fast-food restaurant di kota medan. Jurnal Samudra Ekonomi dan Bisnis, 11(1), 53-68. https://doi.org/10.33059/jseb.v11i1.1722
Ghozali, I. (2013). Aplikasi Analisis Multivariat dengan Program IBM SPSS (Edisi 7). Semarang: Penerbit Universitas Diponegoro, 160.
Imam, G. (2011). Aplikasi analisis multivariate dengan program IBM SPSS 19. Semarang: Badan Penerbit Universitas Diponegoro, 68.
Kopi Kenangan, (2022). Outlets . Diakses dalam https://kopikenangan.com/outlets Pada Pada Tanggal 15 November 2022 Pukul 19.00 WIB.
Kotler & Keller. (2006). Manajemen Pemasaran, Edisi 12 jilid 1, Terjemahan (Molan Benyamin). Indonesia: PT. Indeks.
Kotler dan Gary Amstrong. (2016). Dasar-dasar Pemasaran.Jilid 1, Edisi Kesembilan.Jakarta: Erlangga. p125
Kotler, P. 2007. “ManajemenPemasaran”, edisi 11, jilid 1, Penerbit: PT. Gramedia Pustaka Utama, Jakarta
Kotler, P., & Keller, K. L. (2014). Manajemen Pemasaran (edisi ke 1). Erlangga.
Kuspriyono, T. (2017). Pengaruh promosi online dan kemasan terhadap keputusan pembelian kosmetik merek Sariayu Martha Tilaar. Perspektif: Jurnal Ekonomi dan Manajemen Akademi Bina Sarana Informatika, 15(2), 147-154.
Pratiwi. (2010). Manajemen Riset dan Prilaku Konsumen. Jakarta : PT. Gramedia Pusat
Rangkuti, F. (2009). Strategi promosi yang kreatif & analisis kasus integrated marketing communication. Jakarta : PT Gramedia Pustaka Utama.
Rizki, S. P., & Mudiantono, M. (2016). Analisis Pengaruh Brand Ambassador, Kualitas Produk Dan Harga Terhadap Brand Image Serta Dampaknya Terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Face Care Garnier Di Kota Semarang). Diponegoro Journal Of Management, 5(2), 200-111.
Sugiyono. 2015. Metode Penelitian Kuantitatif. Kualitatif dan R&D. Bandung Alfabeta.
Sugiyono. (2013). Metode Penelitian Bisnis. Alfabeta.
Warganegara, T. L. P., & Dita, S. T. (2021). Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Pada Mokko Factory Mall Kartini Di Bandar Lampung (Studi Kasus Penjualan Donat).
Yoeliastuti, Y., Darlin, E., & Sugiyanto, E. (2021). Pengaruh Citra Merek, Harga Dan Promosi Terhadap Keputusan Pembelian Melalui Aplikasi Penjualan Online Shopee. Jurnal Lentera Bisnis, 10(2), 212-223.