PENGARUH CITRA MEREK KOPI KENANGAN TERHADAP KEPUTUSAN PEMBELIAN (Survei Pada Mahasiswa Public Relations Reguler 1 UMB 2024)

PUTRI, DEA ANANDA (2026) PENGARUH CITRA MEREK KOPI KENANGAN TERHADAP KEPUTUSAN PEMBELIAN (Survei Pada Mahasiswa Public Relations Reguler 1 UMB 2024). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the extent to which Kopi Kenangan's brand image influences purchasing decisions among college students. This research utilizes S-O-R (Stimulus-Organism-Response) theory to analyze the communication process between brands and consumers. The methodology used was a quantitative approach with a survey. Data were collected through a questionnaire distributed to 96 respondents, namely Public Relations Regular 1 students from Mercu Buana University, class of 2024. The analysis results show that Kopi Kenangan Brand Image is in the very good category. Based on the coefficient of determination test, the brand image variable contributes 32.9% to purchasing decisions. The calculated t value is 6.796, which is much greater than the t table of 1.985. Based on this comparison, the hypothesis H0 is rejected and the alternative hypothesis Ha is accepted. Thus, it can be concluded conclusively that Brand Image has a significant influence on Purchasing Decisions among Public Relations Students Regular 1 Mercu Buana University class of 2024. Keywords: Brand Image, Purchasing Decision, S-O-R Theory, Kopi Kenangan, Students. Studi ini memiliki tujuan mengetahui sejauh mana pengaruh citra merek Kopi Kenangan terhadap keputusan pembelian di kalangan mahasiswa. Studi ini memilih landasan Teori S-O-R (Stimulus-Organism-Response) untuk membedah proses komunikasi yang terjadi antara merek dan konsumen Metodologi yang dipilih yaitu pendekatan kuantitatif secara metode survei. Data diperoleh dari angkett yang dibagikan untuk 96 responden, yaitu mahasiswa Public Relations Reguler 1 Universitas Mercu Buana angkatan 2024. Hasil analisis mengindikasikan jik Citra Merek Kopi Kenangan ada dalam kategori sangat baik. Berdasarkan uji koefisien determinasi, variabel citra merek berkontribusi sebesar 32,9% terhadap keputusan pembelian. Ditemukan nilai t hitung sebesar 6,796, yang mana skor ini melampaui t tabel sebesar 1,985. Berdasarkan perbandingan tersebut, maka hipotesis H0 ditolak serta hipotesis alternatif Ha diterima. Maka, bisa dinyatakan secara meyakinkan jika Citra Merek berdampak dengan signifikan terhadap Keputusan Pembelian pada Mahasiswa Public Relations Reguler 1 Universitas Mercu Buana angkatan 2024. Kata Kunci: Citra Merek, Keputusan Pembelian, Teori S-O-R, Kopi Kenangan, Mahasiswa

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44222010027
Uncontrolled Keywords:	Citra Merek, Keputusan Pembelian, Teori S-O-R, Kopi Kenangan, Mahasiswa
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis > 152.5 Psychological urges/Dorongan psikologis 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	26 Jan 2026 08:24
Last Modified:	26 Jan 2026 08:24
URI:	http://repository.mercubuana.ac.id/id/eprint/100739

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