PENGARUH BRAND IMAGE, SOCIAL MEDIA MARKETING DAN REFERENCE GROUP TERHADAP PURCHASE DECISION KOPI NAKO

WIDODO, GALIH KUSUMA (2025) PENGARUH BRAND IMAGE, SOCIAL MEDIA MARKETING DAN REFERENCE GROUP TERHADAP PURCHASE DECISION KOPI NAKO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Brand image, Social Media Marketing and Reference Group on Purchase Decision Kopi Nako. The type of research used in this study is quantitative and the research method used is a causal analysis method. The sample used was as many as 135 respondents. The sampling method uses purposive sampling. The data analysis method uses Partial Least Square (PLS) with the analysis technique used is descriptive. Research data was obtained through a survey of 138 respondents who are consumers of Kopi Nako. The results of the analysis indicate that brand image, social media marketing, and reference group have a significant positive influence on Kopi Nako’s purchase decision. These findings suggest that Kopi Nako should enhance its quality to strengthen customer trust and maintain competitiveness in a competitive market. This research also opens opportunities for further exploration of other factors that may influence consumer purchase decision. Keywords: Brand image, Social Media Marketing, Reference Group, Purchase Decision, Kopi Nako Penelitian ini bertujuan untuk menguji pengaruh Brand Image, Social Media Marketing dan Reference Group terhadap Purchase Decision Kopi Nako. Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis kausal. Sampel penelitian sebanyak 135 responden yang dipilih melalui purposive sampling. Analisis data dilakukan menggunakan Partial Least Square (PLS) dengan teknik analisis deskriptif. Data penelitian diperoleh melalui survey terhadap 138 responden yang merupakan konsumen Kopi Nako. Hasil analisis menunjukan bahwa brand image, social media marketing dan reference group menunjukkan bahwa memiliki pengaruh positif dan signifikan terhadap purchase decision Kopi Nako. Temuan ini memberikan rekomendasi bagi Kopi Nako untuk meningkatkan kualitas demi memperkuat kepercayaan pelanggan dan mempertahankan daya saing di pasar yang kompetitif. Penelitian ini juga membuka peluang eksplorasi lebih lanjut terkait faktor-faktor lain yang dapat mempengaruhi purchase decision konsumen. Kata Kunci: Brand image, Social Media Marketing, Reference Group, Purchase Decision, Kopi Nako

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 151
NIM/NIDN Creators:	43121010245
Uncontrolled Keywords:	Brand image, Social Media Marketing, Reference Group, Purchase Decision, Kopi Nako
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 > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.7 Accounting for Specific Phases of Business Activity/Akuntansi Khusus yang Berkaitan dengan Bidang Bisnis > 657.72 Current Assets/Aset Terbaru 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 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 Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	18 Jul 2025 03:56
Last Modified:	18 Jul 2025 07:11
URI:	http://repository.mercubuana.ac.id/id/eprint/96143

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