ANALISIS PENINGKATAN KEPUTUSAN PEMBELIAN MELALUI FAKTOR – FAKTOR YANG MEMBENTUK PREFERENSI MEREK COFFEE SHOP DI SOCIAL MEDIA (Studi pada Konsumen J.CO Donuts and Coffee Paragon Mall, Semarang)

Abstract

Consumer lifestyle that tends to consumerist and want praticality as well as the inclusion of the value of westernized became the beginning of the rise of small- scale coffee shops as well as global level. Based business phenomenon occurs, consumers nowadays prefer to visit a coffee shop by the preference of the brand in social media. J.CO as one of the branded coffee shopseems to be less superior compared with its competitor. It is apparent from the decline of the brand image and the number of consumers who make a purchase at one of the outlet branches namely J.CO Paragon Mall, Semarang. This study aims to determine how to improve purchasing decisions through factors – factors that can form preferences coffee shop brand in social media. Especially test the significance of effect of brand preference on purchasing decisions. Independent variables or exogenous construct in this study are store atmosphere, brand image and promotion. While the dependent variable or endogenous construct are brand preference in social mediaand purchasedecision. This study’s data were collected by using questionaire to 200 respondents, which is consumers who are currently or have ever purchase in the J.CO Paragon Mall, Semarang. And analyzed using Structural Equation Modeling through Amos 22.0. Result of this research proved that improved purchase decision can be done through 3 processes. But, the most influental process is the effortto improve purchasing decision by brand preference in social media which is supported through the promotion. The overall model test and all the feasible research hypothesis is acceptable.