relation: https://eprints.untirta.ac.id/50489/
title: PENGARUH BRAND IMAGE 527 COFFEE TERHADAP KEPUTUSAN  PEMBELIAN (SURVEY FOLLOWER INSTAGRAM 527 COFFEE)
creator: Cahyani, Icha Raydiah
subject: Public Relations Science
subject: Communication (General)
description: This study aims to determine the extent to which brand image influences the  purchase decisions of 527 Coffee consumers through Instagram social media.  Brand image refers to consumers’ perceptions of a brand that can significantly  affect their buying behavior. This research uses a quantitative method with a survey  approach, involving 100 respondents who follow the official Instagram account  @527.coffee. The sampling technique used is non-probability sampling. The  research instrument is a questionnaire based on three indicators of brand image—  strength, favorability, and uniqueness—and five indicators of purchase decision.  Data were analyzed using Pearson correlation test, simple linear regression, and ttest. The correlation analysis showed a Pearson value of 0.739, which falls into the  strong category, with a significance value of 0.000. The coefficient of determination  (R Square) was 0.546, indicating that brand image contributes 54.6% to purchase  decisions, while the remaining 45.4% is influenced by other variables not examined  in this study. The t-test results showed a t-count of 10.858, which is greater than the  t-table value of 1.660, with a significance level of 0.000 < 0.05, indicating that the  alternative hypothesis is accepted.  In conclusion, brand image has a positive and significant influence on the purchase  decisions of 527 Coffee consumers through Instagram. These findings provide  strategic insights for 527 Coffee management to strengthen brand positioning and  enhance the effectiveness of digital marketing communication.
date: 2025
type: Thesis
type: NonPeerReviewed
format: text
language: en
identifier: https://eprints.untirta.ac.id/50489/1/Icha%20Raydiah%20Cahyani_6662200134_CP.pdf
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identifier: https://eprints.untirta.ac.id/50489/4/Icha%20Raydiah%20Cahyani_6662200134_02.pdf
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identifier: https://eprints.untirta.ac.id/50489/5/Icha%20Raydiah%20Cahyani_6662200134_03.pdf
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identifier: https://eprints.untirta.ac.id/50489/6/Icha%20Raydiah%20Cahyani_6662200134_04.pdf
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identifier: https://eprints.untirta.ac.id/50489/7/Icha%20Raydiah%20Cahyani_6662200134_05.pdf
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identifier: https://eprints.untirta.ac.id/50489/8/Icha%20Raydiah%20Cahyani_6662200134_Reff.pdf
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identifier: https://eprints.untirta.ac.id/50489/9/Icha%20Raydiah%20Cahyani_6662200134_Lamp.pdf
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identifier: https://eprints.untirta.ac.id/50489/19/Icha%20Raydiah%20Cahyani_6662200134_Fulltext.pdf
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language: en
identifier: https://eprints.untirta.ac.id/50489/20/Icha%20Raydiah%20Cahyani_6662200134_01.pdf
identifier:   Cahyani, Icha Raydiah  (2025) PENGARUH BRAND IMAGE 527 COFFEE TERHADAP KEPUTUSAN PEMBELIAN (SURVEY FOLLOWER INSTAGRAM 527 COFFEE).  S1 thesis, Universitas Sultan Ageng Tirtayasa.