PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KOPI INDOCAFE (Studi pada Mahasiswa di Purwokerto)

AFIF, ROLIS TRIYANSAH (2023) PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KOPI INDOCAFE (Studi pada Mahasiswa di Purwokerto). S1 thesis, Universitas Muhammadiyah Purwokerto.

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Abstract

This study aims to analyze whether there is an influence of product quality, price and brand image on purchasing decisions of indocafe coffee (a study on university students in Purwokerto). The sample of this research is consumers who purchase and consume Indocafe coffee products using a accidental sampling technique and data are obtained from respondents with research instruments using a questionnaire. Respondents in this study were 120 respondents. The research method used in this research is multiple linear regression analysis. The results of simultaneous analysis tests show that product quality, price, and brand image influence the purchasing decision of Indocafe coffee. Meanwhile, partially product quality has a positive and significant effect on Indocafe coffee purchasing decisions, price has a positive and significant effect on Indocafe coffee purchasing decisions, brand image has a positive and significant effect on Indocafe coffee purchasing decisions

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