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All Journal Jurnal Manajemen Perhotelan dan Pariwisata JURNAL PENGABDIAN KEPADA MASYARAKAT CAHAYA MANDALIKA (ABDIMANDALIKA) Jurnal Mata Pariwisata SWADIMAS: JURNAL PENGABDIAN KEPADA MASYARAKAT Asian Journal of Management, Entrepreneurship and Social Science
Lapotulo, Nensi
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Social Sciences Other

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Journal : Jurnal Mata Pariwisata

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PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DI AKASHIRO COFFEE Sukmamedian, Haufi; Dailami; Lapotulo, Nensi
JURNAL MATA PARIWISATA Vol. 1 No. 2 (2022): SEPTEMBER 2022
Publisher : PUSLITABMAS - BATAM TOURISM POLYTECNIC

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Abstract

Purchasing decisions are consumer behaviors based on impulses and motivations that will then generate a sense of meeting needs. The user will have a reason in choosing the goods, then the customer will decide whether to buy the goods or not. For example, consumers have bought product A and are satisfied so that the consumer makes a purchase decision on product A. If consumers have no experience or have never tried a product then consumers tend to trust goods or products that are more familiar and trusted. Consumers tend to make the product brand image into an image before consumers choose and buy products. so the company must be able to attract the attention of consumers and must build a positive brand image in order to attract purchasing decisions. Brand image is the perception and confidence carried out by consumers, as reflected in the association that occurs in the customer impression.  The more positive the brand image owned by a company, the higher it is and the more confident it is for consumers to buy the product. This reason is reinforced by research by said that brand image can improve customer decisions in buying products.
Co-Authors Afriani, Miratia Andri Wibowo DAILAMI I Wayan Thariqy Kawakibi Pristiwasa, I Wayan Thariqy Kurnia, Okki Lumbantobing, Emmanuella Juin Pristiwasa, I Wayan Thariqy Kawakibi Rita Rita, Rita Simatupang, Devid Trinaldo Sukmamedian, Haufi