ANALISIS PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOPI JANJI JIWA DI SURAKARTA

Abstract

Abstract : This study aims to determine the effect of brand image, product quality, and price variables individually and collectively on the purchasing decision of Janji Jiwa Coffee in Surakarta. The basic method of this research is a descriptive method with a quantitative approach. The study was conducted on 7 Janji Jiwa Coffee outlets in Surakarta. The method of determining the sample using purposive sampling with a sample of 60 respondents. The data analysis method used multiple linear regression analysis. The results of this study indicate that brand image, product quality, and price together have a significant positive effect on the purchasing decision of Janji Jiwa Coffee in Surakarta. The individual product quality and price variables have a positive effect on the purchasing decision of Janji Jiwa Coffee in Surakarta, while the individual brand image variables have no effect on the Promise Jiwa Coffee purchasing decision in Surakarta. The most dominant variable in influencing purchasing decisions is the price variable.

Keywords : brand image, quality, Janji Jiwa, purchase decision