PENGARUH CITRA MEREK, PERSEPSI HARGA, LOKASI, DAN PROMOSI MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN LAJU KOPI

This study aims to analyze the effect of brand image, price perception, location, and promotion through Instagram social media on purchase decisions at Laju Kopi. The subjects of this study are consumers who have become followers of the Laju Kopi Instagram account who are at least 17 years old. The respondents used to support the required data were 160 people with the sampling technique using non-probability sampling with purposive sampling method. And in data analysis used the Statistical Package for Social Science (SPSS) software. The results obtained from this study indicate that the variables brand image, price perception, location, and promotion through social media Instagram simultaneously have a positive and significant effect on the purchasing decision of Laju Kopi. while partially the variables of Brand Image, Price Perception, Location, and Promotion through Instagram social media have a positive and significant effect on purchase decisions at Laju Kopi.