Word of Mouth Influence, Product Quality, and Brand Loyalty to Purchasing Decisions Modern Starling Coffee in West Bandung Regency

Abstract

This study aims to analyze the influence of word of mouth, product quality, and brand loyalty on the purchase decision of Starling Modern coffee in West Bandung Regency. This study uses a quantitative approach with a survey method through the distribution of questionnaires to 200 respondents who are consumers of Starling Modern coffee, using an incidental sampling technique. The results of the analysis showed that the three independent variables had a positive and significant effect on purchasing decisions, with regression coefficient values of 0.178 for word of mouth, 0.201 for product quality, and 0.380 for brand loyalty, respectively. However, the word of mouth variable does not have a significant effect on purchase decisions, while product quality and brand loyalty have a positive and significant influence. Among the two significant variables, brand loyalty showed the most dominant influence. These findings suggest that in the context of buying Starling Modern coffee, brand loyalty and perception of product quality play an important role in driving consumer purchase decisions.