Analisis Pengaruh Citra Merek, Harga dan Kualitas Produk terhadap Keputusan Pembelian pada Kopi Kenangan Cabang Pondok Indah Mall 2

Abstract

This study aims to determine the influence of Brand Image, Price, and Product Quality on purchasing decisions at the Kopi Kenangan Pondok Indah Mall 2 branch. The results show a calculated t-value for Brand Image of 5.234 (>1.98260) with a significance level of 0.000 (<0.05), indicating that H1 is accepted; thus, the first hypothesis—stating that Brand Image has a significant partial effect on purchasing decisions—is supported. The results for Price show a calculated t-value of 6.554 (>1.98260) with a significance level of 0.000 (<0.05), indicating that H2 is accepted; thus, the second hypothesis—stating that Price has a significant partial effect on purchasing decisions—is supported. The results for Product Quality show a calculated t-value of 2.796 (>1.98260) with a significance level of 0.006 (<0.05), indicating that H3 is accepted; thus, the third hypothesis—stating that Product Quality has a significant partial effect on purchasing decisions—is supported. Furthermore, Brand Image, Price, and Product Quality collectively influence purchasing decisions. The study yielded a significance value of 0.000b (less than the 5% or 0.05 significance level) and a calculated F-value of 242.357 (with sig < 0.05), demonstrating that Brand Image, Price, and Product Quality simultaneously influence purchasing decisions. Consequently, Brand Image, Price, and Product Quality have a significant effect on purchasing decisions. The linear regression equation is Y = 1.715 + 0.352X1 + 0.658X2 + 0.261X3. An adjusted R-squared value of 0.869 indicates that the variables contribute 86.9% to the effect, while the remaining 13.1% (100% – 86.9%) is explained or influenced by factors outside the scope of the study, such as service quality, promotion, and so forth.