Sandhy, Bella Karunia (2026) Pengaruh Persepsi Harga, Kualitas Produk, dan Citra Merek Terhadap Keputusan Pembelian Kopi Keliling Urbn Kopi (Studi Pada Mahasiswa Di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The increasingly intense competition in the mobile coffee business requires business owners to understand the factors that influence consumer purchasing decisions, particularly among college students, who represent one of the main market segments. This study aims to identify and analyze the influence of price perception, product quality, and brand image on purchasing decisions for Urbn Kopi’s mobile coffee service, both simultaneously and individually. This study employs a quantitative, associative approach. The sampling technique used purposive sampling, with a sample size of 160 respondents determined using Cochran’s formula. The study population consists of college students in the city of Surabaya. Data analysis was conducted using multiple linear regression with SPSS. The results of this study indicate that perceptions of price, product quality, and brand image simultaneously influence purchasing decisions. Additionally, perceptions of price, product quality, and brand image each have a partial effect on purchasing decisions. These findings are expected to serve as a basis for Urbn Kopi business operators in designing more effective marketing strategies, as well as a reference for future research on consumer behavior in the mobile coffee business.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | bella karunia sandhy | ||||||||
| Date Deposited: | 20 Jul 2026 05:18 | ||||||||
| Last Modified: | 21 Jul 2026 01:22 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55925 |
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