Pengaruh Citra Merek, Kualitas Produk dan Kualitas Layanan Terhadap Keputusan Pembelian Pada Kopi Kesuwon

Muazaroh, Salma (2020) Pengaruh Citra Merek, Kualitas Produk dan Kualitas Layanan Terhadap Keputusan Pembelian Pada Kopi Kesuwon. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

The development and growth of food and beverages business in Jember appear a lot especially for the coffee shops, it is also supported by the society lifestyle. One of the coffee shops in Jember is Kopi Kesuwon. Through many brands of coffee shops in Jember, it is raised a competitive competition. So, it is necessary to do a research about the marketing aspect of Kopi Kesuwon. This research was aimed to analyze the influence of Brand Images, Product Quality, and Service Quality simultaneously and partially in the buying decision at Kopi Kesuwon. The method of this research is survey method. The total sample of the research is fourty respondents. The sampling technique used was incidental technique. The analysis technique used was multiple linier regression. Based on the results of data testing could be concluded that: (1) brand image variable (X1), product quality (X2) and service quality (X3) were simultaneously influenced the buying decision (Y), (2) Brand Image variable (X1) and service quality (X3) were insignificantly influenced the buying decision (Y), (3) Product quality variable (X2) was significantly influenced the buying decision (Y).

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