E-Promotion in the decision to purchase customers Kopi Kenangan
Eva Rachmawati1*4, Ratih Hurriyati2, Puspo Dewi Dirgantari3

1*) Ilmu Manajemen, Universitas Pendidikan Indonesia, email: evarachmawati[at]upi.edu
2) Ilmu Manajemen, Universitas Pendidikan Indonesia, email: ratih[at]upi.edu
3) Ilmu Manajemen, Universitas Pendidikan Indonesia, email: puspodewi[at]upi.edu
4) Manajemen, Universitas Sangga Buana, email: evarachmawati44[at]gmail.com

Abstract

Abstract
Research to determine the effect of e-promotion on social media on consumer purchasing decisions Kopi Kenangan. The variables studied were: Personal relevance (X1), Brand Familiarity (X2), Message (X3), with the purchase decision variable in Kopi Kenangan consumers using the models of attention, intersert, disire, action. This study used a sample of 100 respondents. This research is included in the descriptive and verification research by using the non probality sampling method. Accidental sampling technique, which is a way to get samples based on who the consumers who happened to meet when doing research. The test used to test the research instrument is a validity test and a reliability test. Hypothesis testing using the F test and t test, data analysis used is multiple regression. Personal Relevance (X1) variables influence the Purchase Decision (Y) on Kopi Kenangan. Variable Brand familiarity (X2) influences the Coffee Decision Purchase Decision. While the Message Variable (X3) has an influence on the Decision of Purchasing Kopi Kenangan. Variables that have a major influence on Decision Making (Y) are Personal Relevance variables.

Keywords: e-promotion, personal relevance, Brand Familiarity, message, multiple regression analysis.

Topic: Marketing Management