PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA, TERHADAP KEPUTUSAN PEMBELIAN PRODUK MINUMAN CAFE DALEM KOPI SURABAYA

Abstract

The research aimed to examine and analyze the effect of brand image, product, and price on the purchasing
decision of beverage product at dalem kopi Surabaya. This research population used an object and subject with
diverse consumer’s characteristics such as how often the customer’s visited, or purchase beverage product at
dalem kopi Surabaya, gender, taste, and age. On the other hand, the research samples with 100 respondents
consis of consumers of cafe dalem at Surabaya who has ever tasted beverage product, while, the sample collection
technique of this research used multiple linear regression with several calssic assumptions. The instrument used
a validity test and reliability test. The results of this research showed that the variables of brand image, product
quality, and price had a positive and significant effect on the purchasing decision on dringking product at cafe
dalem kopi Surabaya.
Keywords : brand image, product quality, price, and purchasing decision