PENGARUH BRAND IMAGE, KUALITAS PELAYANAN, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN

Andika Arfandy, . (2024) PENGARUH BRAND IMAGE, KUALITAS PELAYANAN, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The purpose of this study is to examine the influence of brand image, service quality, and product quality on purchasing decisions at Kopi Kenangan in Ruko Arundina, Cibubur. Dataa was collected from 168 respondents using a Likert-scale questionnaire. The independent variables in thiss stdy are brand image, service quality, and product quality, while purchasing decisions serve as the dependent variable. The findings reveal that all three independent variables significantly affect purchasing decisions, both partially and simultaneously. Brand image effectively creates positive perceptions, service quality contributes to customer satisfaction and loyalty, and product quality encourages repeat purchases. These results highlight the importance of marketing strategies focusing on enhancing these elements to strengthen competitiveness in the coffee shop market. This research provides theoretical contributions to consumer behavior and marketing literature and practical benefits for business practitioners in designing strategies that emphasize product quality, service quality, and brand image to improve consumer purchasing decisions.

Item Type:	Thesis (Skripsi)
Additional Information:	[ No Panggil: 2110111243] [Pebimbing: Maria Assumpta Wikantari] [Penguji 1: Yuliniar] [Penguji 2: Pusporini]
Uncontrolled Keywords:	Brand Image, Kopi Kenangan Service Quality, Product Quality, Purchasing Decisions.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	ANDIKA ARFANDY
Date Deposited:	24 Feb 2025 07:30
Last Modified:	24 Feb 2025 07:30
URI:	http://repository.upnvj.ac.id/id/eprint/34855

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