Prasastiningtyas, Salsabila Thifal (2025) Pengaruh Kualitas Produk, Brand Image, dan Lokasi Terhadap Keputusan Pembelian Di Kopi Titik Koma Dharmawangsa Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Indonesian high consumption of coffee is highly beneficial for the number of coffee shops in various regions. The more coffee shops that exist, the more competition there will be, so entrepreneurs need to pay attention to the factors that influence consumer purchasing decisions. This study was conducted with the aim of analyzing the effect of product quality, brand image, and location on purchasing decisions at Titik Koma Dharmawangsa Coffee. The data analysis used in this study is SEM-PLS analysis with the WarpPLS approach. Besides, the sample used in this study consisted of 50 respondents who are customers with an age of more than 17 years who have made at least one purchase at Kopi Titik Koma Dharmawangsa. The sampling in this study used non-probability with purposive sampling technique. The results of this study showed that product quality, brand image, and location have a positive and significant effect on purchasing decisions at Kopi Titik Koma
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Unnamed user with email 18024010124@student.upnjatim.ac.id | ||||||||||||
| Date Deposited: | 25 Jul 2025 07:44 | ||||||||||||
| Last Modified: | 25 Jul 2025 07:44 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40854 |
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