PENGARUH CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI KASUS PADA KOPI TAJI LERENG BROMO)

Abstract
The growing public interest in coffee consumption as part of a modern lifestyle has driven
the emergence of various local coffee brands, one of which is Kopi Taji Lereng Bromo.
However, amid increasing competition, an effective marketing strategy is required to
maintain consumer loyalty. This study aims to analyze the influence of brand image and
promotion on consumer purchase decisions for Kopi Taji Lereng Bromo. The variables
examined include brand image as consumer perception of product identity and reputation,
promotion as a marketing communication effort, and purchase decision as the consumer’s
final action. The main hypothesis states that brand image and promotion have a positive
and significant effect on purchase decisions. This research uses a quantitative approach
with a survey method involving Kopi Taji Lereng Bromo consumers, analyzed using
multiple linear regression. The results show that both independent variables significantly
influence purchase decisions, with brand image having a more dominant role than
promotion. The study concludes that a strong and positive brand image enhances consumer
trust and loyalty, while effective promotional strategies help expand market reach. This
research is limited by the number of variables and a narrow research scope; thus, future
studies are recommended to include additional variables such as product quality and
digital marketing.