https://jurnal.stiebi.ac.id/index.php/Jebi <p align="justify"><strong>Jurnal Ekonomi Bisnis Indonesia. </strong>The International Journal published by Sekolah Tinggi Ilmu Ekonomi Bisnis Indonesia. This journal focused on Economics, Business and Management studies. The Journal is published twice a year. The aim of the journal is to disseminate the Economics, Business and Management researches done by researchers both from Indonesian and overseas. The language used in Jebi since 2006 is English. Jurnal Ekonomi Bisnis Indonesia). Therefore, all articles published by JEBI (Jurnal Ekonomi Bisnis Indonesia) will have unique DOI number. Jurnal Ekonomi Bisnis Indonesia) ; indexed by Goggle Scholar, Portal Garuda, Indonesia One Search, ISJD LIPI, etc.</p> en-US JEBI | Jurnal Ekonomi Bisnis Indonesia https://jurnal.stiebi.ac.id/index.php/Jebi/article/view/590 <p>The purpose of this research is to determine the influence of brand image, taste and social media variables on purchasing interest in Jago Cofee. The research method uses a quantitative qualitative approach. Based on the results of the discussion that has been obtained, the conclusions are as follows: Partial test results for the brand image variable have an effect on buying interest, the taste variable has an effect on buying interest and for social media it has no effect on buying interest. Simultaneous test results for brand image, taste and social media variables together (simultaneously) have a significant effect on the purchase interest variable with the results of the F test (simultaneous) obtaining F count &gt; F table (19.999 &gt; 2.76) and the significance value is more smaller than α of 0.05 or 0.000 &lt; 0.05, then Ho is rejected and Ha is accepted. The Adjusted R Square (Adj. R2) is 0.471 or 47.1%, which means that the independent variables can explain changes in the purchase interest variable of 47.1% while the remaining 52.9% is explained by other factors outside the research.&nbsp;</p> Leni Damayanti Muhammad Ichwan Hamzah Copyright (c) 2026 2026-06-05 2026-06-05 21 01 1 12