THE ROLE OF BRAND IMAGE IN MEDIATING THE EFFECT OF PHYSICAL EVIDENCE AND PROMOTION ON PURCHASE DECISIONS (A STUDY OF COFFEE SHOPS IN KINTAMANI)
Keywords:
Physical evidence, promotion, brand image, purchase decision, coffee shopAbstract
The rapid growth of micro, small, and medium enterprises (MSMEs) in the culinary sector, particularly coffee shops in tourism areas, has intensified competition and encouraged businesses to focus on marketing strategies that influence consumer purchase decisions. This study aims to analyze the effect of physical evidence and promotion on purchase decisions, as well as to examine the mediating role of brand image in coffee shops located in Kintamani, Bali. A quantitative approach was employed using a survey method. Data were collected from 140 respondents who had purchased products directly at coffee shops in Kintamani within the last six months. The sampling technique used was purposive sampling. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. The results indicate that physical evidence and promotion have a positive and significant effect on purchase decisions. Furthermore, both physical evidence and promotion positively influence brand image. Brand image also has a significant positive effect on purchase decisions and partially mediates the relationship between physical evidence and promotion on purchase decisions. These findings highlight the importance of creating an attractive physical environment and effective promotional strategies to strengthen brand image and encourage consumer purchase decisions in coffee shops.
Downloads
References
Adiningrum, L., Yunanda, F., Angelita, T., Mulyaningsih, S., & Puspa, T. (2022). Analisis strategi bisnis kedai kopi Coffee Latar. Jurnal Ekonomi Trisakti, 2(2), 391–404. https://doi.org/10.25105/jet.v2i2.14360
Alnisyalma, F. (2021). Pengaruh product quality, promotion, dan physical evidence terhadap keputusan pembelian di Mr. Bubble Cafe Pati. Seminar Nasional Ke-Indonesiaan, 456–464.
Angeline, C., Suparna, G., & Dana, I. M. (2023). The role of brand image mediates the influence of promotion on purchase decisions. Journal of Law and Sustainable Development, 11(10), e869. https://doi.org/10.55908/sdgs.v11i10.869
Armayani, A., & Jatra, I. M. (2019). Peran brand image memediasi promosi dan harga terhadap keputusan pembelian smartphone Samsung di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 8(8), 5222. https://doi.org/10.24843/ejmunud.2019.v08.i08.p20
Aryani, E., Zanaria, Y., & Kurniawan, A. (2022). Analisis perkembangan coffee shop sebagai salah satu peranan UMKM di Kota Metro. Jurnal Akuntansi Aktiva, 3(2), 139–145. https://doi.org/10.24127/akuntansi.v3i2.3039
Ashari, A. S., & Jamiat, N. (2024). Pengaruh physical evidence terhadap keputusan pembelian konsumen pada Warkop Sri Pandita. Jurnal Manajemen, 11(4).
Baihaqqy, M. R. I. (2023). Manajemen pemasaran (marketing mix dan loyalitas). Amerta Media.
Badan Pusat Statistik Kabupaten Bangli. (2023). Statistik Kabupaten Bangli 2023. BPS Kabupaten Bangli.
Dewi, O. I., & Sutanto, E. (2018). Pengaruh bauran pemasaran terhadap keputusan pembelian konsumen Chang Tea di Surabaya. Agora, 6(2).
Efendi, F. B., & Aminah, S. (2023). Pengaruh promosi dan kualitas produk terhadap keputusan pembelian produk skincare Skintific. J-MAS (Jurnal Manajemen dan Sains), 8(1), 762. https://doi.org/10.33087/jmas.v8i1.1055
Sara, F. M., Ningsih, C., & Andari, R. (2017). Pengaruh physical evidence terhadap keputusan pembelian konsumen di Café Infinito Culinery Bandung.
Suak, P. I. T., Lumanauw, B., & Tampenawas, J. L. A. (2024). The effect of physical evidence, service quality, and perceived atmosphere on revisit intention at Malalayang Beach Walk. Jurnal EMBA, 12(4), 481–492.
Sugiyono. (2020). Metode penelitian kuantitatif, kualitatif, dan R&D (Edisi revisi). Alfabeta.
Suryani, M., & Mahrinasari. (2022). The influence of brand image, price, and packaging design on the purchase decision of Pixy brand cosmetics. International Journal of Regional Innovation, 2(3), 8–13. https://doi.org/10.52000/ijori.v2i3.61
Suryantari, N. L. P. P., & Respati, N. N. R. (2022). Peran brand image dalam memediasi hubungan kualitas produk dan kualitas pelayanan dengan keputusan pembelian. E-Jurnal Manajemen, 127–149.
Wardhana, A. (2024). Perilaku konsumen. Eureka Media Aksara.
Widyanti, R., & Harti, N. (2021). Pengaruh self-actualization dan gaya hidup hangout terhadap keputusan pembelian di kedai kopi kekinian pada generasi milenial. Jurnal Manajemen dan Bisnis Indonesia, 8(2).
Download Journal Template 
