Pengaruh Promosi Dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Pada Fore Coffee Di E-Commerce Shopee

Abstract

This study aims to determine the effect of promotion and brand awareness on consumer purchase decisions of Fore Coffee on the Shopee E-Commerce platform. The background of this research is based on the increasing competition in the coffee shop business in Indonesia, particularly in utilizing digital media as a means of promotion and brand awareness development. As one of the local coffee brands, Fore Coffee implements various promotional strategies and builds brand awareness to enhance consumer purchase decisions.

The research method used is quantitative with descriptive and associative approaches. The population in this study consists of Fore Coffee consumers who made purchases through Shopee, with a sample of 100 respondents selected using purposive sampling. Data were collected through questionnaires using a Likert scale and analyzed using validity tests, reliability tests, descriptive analysis, and multiple linear regression analysis.

The results indicate that promotion has a positive and significant effect on consumer purchase decisions of Fore Coffee. Likewise, brand awareness is proven to have a positive and significant influence on purchase decisions. Simultaneously, promotion and brand awareness variables significantly affect consumer purchase decisions of Fore Coffee on Shopee