The Effect of Brand Awareness of Tukucur Stores on the Decision to Purchase Tuku Coffee Online (A Survey of Instagram Followers of @tokokopituku)
DOI:
https://doi.org/10.65310/zfwgs608Keywords:
Brand Awareness, Online Purchase, Purchase Decision, Tuku Coffee, TukucurAbstract
Brand awareness of Gerai Tukucur has a positive and significant effect on consumers’ online purchase decisions for Tuku Coffee, explaining 64.9% of the variance in purchase decisions. This quantitative study employed a survey method involving 67 respondents selected from a population of 200 Instagram followers of @tokokopituku who had purchased or consumed Tuku Coffee. The sample was determined using the Slovin formula with a 10% precision level and selected through simple random sampling. Data were collected in January 2026 using a four-point Likert-scale questionnaire distributed through Instagram direct messages via Google Forms. The instrument was tested on 30 respondents, with all items declared valid and reliable, indicated by Cronbach’s alpha values of 0.866 for brand awareness and 0.874 for purchase decision. Data were analyzed using descriptive statistics and simple linear regression with SPSS 25. The mean score for brand awareness was 3.45, while the mean score for online purchase decision was 3.62, indicating high levels for both variables. The regression analysis produced the equation Y = 20.300 + 0.778X, with a correlation coefficient of 0.806 and a calculated t value of 10.965 with a significance value of 0.000. The findings demonstrate that stronger brand awareness is associated with higher online purchase decisions for Tuku Coffee among the surveyed followers.
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