Analisis Citra Merek, Kualitas Produk, dan Penetapan Harga Terhadap Keputusan Pembelian Onik Kopi Store di Rembang Kota

Abstract

Technology is currently experiencing rapid development with the aim of facilitating various daily tasks, including in the business sector. For the business world, it is crucial for business practitioners to carefully observe customer behavior in order to make more informed purchasing decisions. The high attractiveness of a product may have a significant influence on consumer behavior when making purchase transactions. As part of this understanding effort, research is conducted to investigate how brand perception, product quality, and pricing affect purchasing decisions at Onik Coffee located in Rembang City. The dependent variable in this study is the purchasing decision, while the independent variables involve brand image, product quality, and price. The sampling method used is non-probability sampling, with the research population focused on consumers who have made purchases and consumed products at Onik Coffee Store in Rembang City. The non-probability sampling technique is applied through the accidental sampling method, and a total of 100 respondents are sampled in this study. Multiple linear regression analysis is chosen as the method of analysis to evaluate the relationships between these variables. The results of the analysis indicate that brand image, product quality, and pricing significantly have a positive impact on consumer decisions to purchase Onik Coffee in Rembang City.