PENGARUH KUALITAS PRODUK,KUALITAS LAYANAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN NESCAFE DOLCE GUSTO DI SURABAYA

Abstract

A purchase decision is the main key to the success of a business. Factors that could affect the purchase decision are product quality, service , and brand image. This research aimed to understand the product quality, service, and brand image in the purchase decision. Furthermore, the research population was customers who have ever purchased the Nescafe Dolce Gusto coffee machine in Surabaya. This research type used a quantitative method. Meanwhile, the research sample collection technique used questionnaires distributed to the customers who have ever purchased the Nescafe Dolce Gusto Coffee machine at Surabaya. Moreover, the number of research samples used was 98 people. The research technique used multiple regression analysis. The research result showed that product quality, service, and brand image were feasible to use as a predictor of the purchase decision. The R2 value was obtained at 0.545 and it showed a contribution from product quality, service, and brand image simultaneously on the purchase decision of the Nescafe Dolce Gusto coffee machine at Surabaya was 54.5%. The result significantly indicated that the variables of product quality, service quality and brand image partially had a significant effect on the purchase decision on the Nescafe Dolce Gusto Coffee machine at Surabaya.