PENGARUH CITRA MEREK, KUALITAS PELAYANAN, ATMOSFER TOKO DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research aimed to analyze the effect of brand image, service quality store atmosphere and price on product buying decision of Teras Atas Coffe, Surabaya. The research was descriptive-quantitative. While, the data collection technique used purposive sampling. In line with, there were 100 respondents of consumers who having and had bought products of Teras Coffee, Surabaya, as sample. Moreover, the instrument was questionnaires. The questionnaire were distributed directly to respondents. Furthermore, the data analysis technique used multiple linear analysis with SPSS (Statistical Product and Service Solution). Meanwhile, the testing instrument used validaty and reliability test. The research result concluded brand image had positive and significant effect on product buying decision of Teras Atas Coffee, Surabaya. Likewise, service quality had positive effect on product buying decision of Teras Atas Coffee, Surabaya. In addition, store atmosphere as well as price had positive and significant effect on product buying decision of Teras Atas Coffee, Surabaya.
Keywords: brand image, service quality, store atmosphere, price, buying, decision.