ANALISIS QUALITY PRODUCT, QUALITY PLACE, BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA PEH KOPI KEDIRI
Article Sidebar
Main Article Content
Abstract
This research aims to examine and analyze whether the variables of product quality, quality place, and brand image have an effect on purchasing decisions at Peh Kopi Kediri. The method used in this study is a quantitative approach using the type of causality associative research technique. The data was collected using a questionnaire which was distributed directly to 40 consumers of Peh Kopi Kediri using accidental sampling technique. This study was analyzed using classical assumption tests, multiple linear regression, and hypothesis testing with SPSS For Windows Version 21 software to process the data. This study found that the variables of product quality, quality place, and brand image had a positive and significant partial and simultaneous effect on purchasing decisions at Peh Kopi Kediri.
Article Details
References
Statistik BP. Ekonomi Indonesia Triwulan IV 2021 Tumbuh 5,02 Persen (y-on-y) 2022. https://www.bps.go.id.
Kediri BK. KOTA KEDIRI DALAM ANGKA Kediri Municipality in Figures 2021. Kediri: BPS Kota Kediri/BPS-Statistics of Kediri Municipality; 2021.
Dwiyani NR. LOKASI, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA COFFESHOP DI KOTA KEDIRI. Universitas Nusantara PGRI Kediri, 2020.
Fandy T. Strategi Pemasaran. 4 ed., Yogyakarta: CV.ANDI OFFSET; 2015.
Lane PK& K. Manajemen Pemasaran. Edisi 13. Jakarta: Erlangga; 2014.
Euis Soliha ARA. Kualitas Produk, Citra Merek dan Presepsi Harga terhadap Keputusan Pembelian (Studi Pada Konsumen Kopi Lain Hati Lamper Kota Semarang). Al Tijarah 2020;6:96–107.
Asnain Khafid W. PENGARUH BRAND IMAGE, BRAND AWARENESS DAN PRODUCT QUALITY TERHADAP KEPUTUSAN PEMBELIAN LAPTOP MEREK ASUS. J Adm Bisnis 2021;10:813–21.
Sari Rendika Putri Kartika WIAR. PENGARUH BRAND IMAGE , GAYA HIDUP DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN CAFE TIGA TJERET DI SURAKARTA. J Udunomika 2019;03.