PENGARUH CITRA MEREK, KUALITAS LAYANAN, HARGA DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research is meant to find out the influence of brand image, service quality, price and social media to the
purchasing decision at Coffee Toffee at Klampis Surabaya. Quantitative approach has been applied in this research.
The sample in this research has been obtained based on the customers who have ever purchased the products of Coffee
Toffee and the numbers of samples are 100 respondents. The data analysis technique has been carried out by using
multiple linear regressions method with the instrument is the 23rd version of spss program (statistical product and
service solutions). The result of the test shows that service quality and price gives positive and significant influence
to the purchasing decision, but brand image and social media do not give any significant influence because the
respondents come with various prefessions which give insignificant influenced to the purchasing decision. It can be
concluded from the result of the result that when the service quality which have provided to the customers is getting
better and the price is affordable, it will give influence to the enhancement of the purchasing decision at Coffee Toffee
Klampis branch Surabaya.
Keywords: brand image, service quality, price, social media, and purchasing decision.