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September 10, 2025Neo Journal of economy and social humanitiesOpen Access

Influence of Brand Image and Online Promotion on Purchase Decisions of Kopi Kenangan in Depok City

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Authors

NANaufal Raihan AditamaAMAlfi MaghfuriyahFAFebria Anjara

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Overview

Quantitative analysis reveals brand image and online promotion significantly influence purchase decisions for Kopi Kenangan in Depok City.

Key Points

  • Both brand image and online promotion positively and significantly affect purchase decisions for Kopi Kenangan.
  • The study shows a 70% contribution of brand image and online promotion to purchasing decisions.
  • Data was collected from 150 consumers using a Likert-scale questionnaire for a quantitative approach.
  • Results were analyzed using multiple linear regression with SPSS version 27.

Cite This Study

Aditama et al. (2025) studied this question.

synapsesocial.com/papers/68c23caeb210217d64789f9ahttps://doi.org/10.56403/nejesh.v4i3.336
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