Purchasing Decisions of Coffee in the Pesen Kopi: A Consumer Behavior Approach

Abstract

Consumers as coffee lovers consider coffee  as a lifestyle and consumption patterns coffee today are not only taken in the morning only, but at any time. This trend is not only among adult consumers but also among teenagers. This study aims to analyze the role of brand image in mediating the effect of social media marketing and price on purchasing decisions. Consumers who have purchased coffee drinks at Pesen Kopi are the population in this study. The sampling technique used purposive sampling and accidental sampling method with 140 respondents and from each Pesen Kopi outlet located in five districts were taken 28 respondents per district. The data analysis technique uses Partial Least Square. The research results conclude that social media marketing has a significant positive effect on purchasing decisions; price has a significant positive effect on purchasing decisions; social media marketing has a significant positive effect on brand image; price has a significant positive effect on brand image; brand image has a significant positive effect on purchasing decisions; brand image significantly mediates the effect of social media marketing on purchasing decisions; brand image significantly mediates the effect of price on purchasing decisions.