The Influence Of Brand Characteristics And Emotional Branding On Purchasing Decisions At Coffee Shop Bengkulu

EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Pub Date : 2024-01-17 DOI:10.37676/ekombis.v12i1.5358

Ferdian Fachrie Hero Putra, Anzori Anzori, Eska Prima Monique Damarsiwi

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Abstract

A coffee shop is a place that serves food and drinks, but mainly sells coffee. Generally, what is called a coffee shop is a coffee shop whose place is attractively designed and provides many coffee menus. The purpose of this study was to determine the effect of brand characteristics and emotional branding on purchasing decisions at Bengkulu coffee shops. In this study, the data used is quantitative data, namely data obtained from distributing questionnaires to service users at Coffee Shop Bengkulu. In this study the data used is quantitative data, namely data obtained from distributing questionnaires to consumers at Coffee Shop Bengkulu. Based on the results of the study, there is an influence of brand characteristics (X1) on purchasing decisions (Y) Coffee Shop Janji Jiwa with a tsig value < α (0.000 < 0.05) and a tcount> ttable value (5.749> 1.68195) thus Ho is rejected and Ha is accepted. From the significance value obtained that variable X1 has a positive effect on purchasing decisions (Y). There is an effect of emotional branding (X2) on purchasing decisions (Y) Coffee Shop Janji Jiwa with a tsig value < α (0.000 < 0.05) and a tcount> ttable value (4.346> 1.68195) thus Ho is rejected and Ha is accepted. From the significance value obtained that the X2 variable has a positive effect on purchasing decisions (Y).

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品牌特征和情感品牌对明古鲁咖啡店购买决策的影响

咖啡店是一个提供食品和饮料的地方，但主要是出售咖啡。一般来说，所谓的咖啡店是指店面设计吸引人并提供多种咖啡菜单的咖啡店。本研究旨在确定品牌特征和情感品牌对明古鲁咖啡店购买决策的影响。本研究使用的数据为定量数据，即通过向明古鲁咖啡店的服务用户发放调查问卷获得的数据。本研究使用的数据为定量数据，即通过向明古鲁咖啡店的消费者发放调查问卷获得的数据。根据研究结果，品牌特征（X1）对咖啡店 Janji Jiwa 的购买决策（Y）有影响，tsig 值<α（0.000<0.05），tcount>ttable 值（5.749>1.68195），因此 Ho 被拒绝，Ha 被接受。从显著性值可以看出，变量 X1 对购买决策（Y）有积极影响。情感品牌（X2）对购买决策（Y）有影响，tsig 值<α（0.000<0.05），tcount>ttable 值（4.346>1.68195），因此拒绝 Ho，接受 Ha。从显著性值可以看出，X2 变量对购买决策（Y）有积极影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis

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