THE EFFECT OF SOCIAL MEDIA MARKETING ON THE PURCHASE DECISION OF KOOKA COFFEE PRODUCTS USING BRAND IMAGE AS A MEDIATION VARIABLE

THE EFFECT OF SOCIAL MEDIA MARKETING ON THE PURCHASE DECISION OF KOOKA COFFEE PRODUCTS USING BRAND IMAGE AS A MEDIATION VARIABLE

This research is motivated by the increasingly high competition between coffee shops which encourages coffee shops to have more creative and innovative strategies. Some of the existing coffee shops have done social media marketing, which makes delivering product information easier, has affordable pr...

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Bibliographic Details
Main Authors: Rishona Hanael Tauran, Dwi Retno Andriani, Agustina Shinta Hartati Wahyuningtyas, Riyanti Isaskar
Format: Article
Language:English
Published: University of Brawijaya 2022-07-01
Series:AGRISE
Subjects:
brand image
coffee shop
path analysis
purchase decision
social media marketing
Online Access:https://agrise.ub.ac.id/index.php/agrise/article/view/970

Internet

https://agrise.ub.ac.id/index.php/agrise/article/view/970

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