Pengaruh Kualitas Pelayanan, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Kopi Janji Jiwa di Kota Bekasi

Chaerunisa, Kinanti (2024) Pengaruh Kualitas Pelayanan, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Kopi Janji Jiwa di Kota Bekasi. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

ABSTRACT xvi + 148 pages + 25 tables + 4 graphs + 1 diagram + 1 image + 12 appendices+2024 Keywords: Service Quality, Product Quality, Brand Image, Purchase Decision The purpose of this study is to examine the Influence of Service Quality, Product Quality, and Brand Image on Purchase Decisions of Janji Jiwa Coffee in Bekasi City. The population in this study is all Janji Jiwa coffee consumers in Bekasi City, totaling 120 people, all of whom are samples in this study. The researcher used a quantitative research method. Data analysis was conducted using multiple linear regression with SPSS version 26.0 program. The research method used in this study is quantitative descriptive. The data used are primary data. To determine the sample used in this study, non-probability sampling and purposive sampling techniques were used. The data collection technique in this study was by distributing questionnaires online via Google Form to respondents. The results of the study indicate that service quality, product quality, and brand image have a positive and significant effect on purchase decisions. The coefficient of determination shows that these three variables together influence purchase decisions by 45.5%, while 54.5% is influenced by other factors. This study provides an important contribution to understanding the factors that influence the purchase decision of Janji Jiwa coffee in Bekasi City. Bibliography : 65 (1985 – 2023)

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