PENGARUH IKLAN TERHADAP MINAT BELI KONSUMEN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Konsumen Toko Kopi Fajar Baru Malang)

This study aims to describe consumer perceptions of advertising, purchase intention and Brand Image of Fajar Baru Malang Coffee Shop and analyze the influence of advertising on purchase intention mediated by Brand Image on consumers of Fajar Baru Malang Coffee Shop. The type of research used is explanatory research. The population in this study were 5,700 Instagram followers at Fajar Baru Malang Coffee Shop. The number of samples taken was 120 respondents with the sampling technique, namely Maholtra. The data source of this study uses primary data. The data collection technique used in this study is a questionnaire. The results of this study are that advertising has a positive and significant effect on Brand Image, advertising has a positive and significant effect on purchase intention, Brand Image has a positive and significant effect on purchase intention, advertising has a positive and significant effect on purchase intention and Brand Image as an intervening variable.