Pengaruh Kualitas Pelayanan, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Kopi Janji Jiwa di Kota Bekasi

Abstrak / Ringkasan

ABSTRACT
xvi + 148 pages + 25 tables + 4 graphs + 1 diagram + 1 image + 12 appendices+2024
Keywords: Service Quality, Product Quality, Brand Image, Purchase Decision
The purpose of this study is to examine the Influence of Service Quality, Product Quality,
and Brand Image on Purchase Decisions of Janji Jiwa Coffee in Bekasi City. The population in
this study is all Janji Jiwa coffee consumers in Bekasi City, totaling 120 people, all of whom are
samples in this study. The researcher used a quantitative research method. Data analysis was
conducted using multiple linear regression with SPSS version 26.0 program. The research
method used in this study is quantitative descriptive. The data used are primary data. To
determine the sample used in this study, non-probability sampling and purposive sampling
techniques were used. The data collection technique in this study was by distributing
questionnaires online via Google Form to respondents. The results of the study indicate that
service quality, product quality, and brand image have a positive and significant effect on
purchase decisions. The coefficient of determination shows that these three variables together
influence purchase decisions by 45.5%, while 54.5% is influenced by other factors. This study
provides an important contribution to understanding the factors that influence the purchase
decision of Janji Jiwa coffee in Bekasi City.
Bibliography : 65 (1985 – 2023)

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