PENGARUH KUALITAS PELAYANAN, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DI MERCI CAFÉ

Abstract

This research aimed to find out the effect of service quality, price, and brand image on the consumers’ purchasing decisions at Merci Cafe. Furthermore, the population was 98 consumers who purchased Merci’s products at the cafe. The data collection technique used non-probability sampling with purposive sampling as its sampling technique. Moreover, the data analysis technique used multiple linear regressions with the SPSS (Statistical Product and Service Solution) application 26 version. The result showed that service quality had a positive and significant effect on the consumers’ purchasing decisions at Merci’s cafe Likewise, the price had a positive and significant effect on the consumers’ purchasing decisions at Merci’s cafe. Similarly, brand image had a positive and significant effect on the consumers’ purchasing decisions at Merci’s cafe. Therefore, by having good service quality, price, and also brand image, the consumers’ purchasing decisions would increase.