Widianto, Jefri (2026) Pengaruh Brand image dan Variasi Produk Terhadap Keputusan Pembelian Studi pada Konsumen Jokopi Dinoyo Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (cover)
22042010262,-cover.pdf Download (1MB) |
|
Text (bab 1)
22042010262,-bab1.pdf Download (401kB) |
|
Text (bab 2)
22042010262,-bab2.pdf Restricted to Repository staff only until 31 August 2029. Download (294kB) |
|
Text (bab 3)
22042010262,-bab3.pdf Restricted to Repository staff only until 31 August 2029. Download (338kB) |
|
Text (bab 4)
22042010262,-bab4.pdf Restricted to Repository staff only until 31 August 2029. Download (607kB) |
|
Text (bab 5)
22042010262,-bab5.pdf Download (186kB) |
|
Text (daftar pustaka)
22042010262,-daftar pustaka.pdf Download (164kB) |
|
Text (lampiran)
22042010262,-lampiran.pdf Restricted to Repository staff only until 2029. Download (1MB) |
Abstract
This study aims to analyze the simultaneous and partial effects of brand image and product variety on purchase decisions among consumers of Jokopi Dinoyo Surabaya, a modern coffee shop that has recently experienced a relatively lower visitor rate compared to its nearby competitors, along with observed issues in facility conditions and taste consistency of certain products. A quantitative associative approach was applied using a survey method, with primary data collected through a five-point Likert-scale questionnaire distributed via Google Form to 152 respondents determined using the Slovin formula (margin of error 8%) and selected through non-probability purposive sampling. The collected data were tested for validity using Pearson product-moment correlation and for reliability using Cronbach's Alpha, and were further analyzed through classical assumption tests and multiple linear regression with the aid of SPSS. The results show that brand image and product variety simultaneously have a significant effect on purchase decisions. Partially, brand image has a significant positive effect on purchase decisions, whereas product variety does not have a significant partial effect. The discussion compares these findings with previous studies on brand image, product variety, and purchase decisions in the coffee shop and food and beverage industry. Keywords: Brand image; Product Variety; Purchase Decision; Coffee Shop
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | J Political Science > JA Political science (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Jefri Widianto | ||||||||
| Date Deposited: | 31 Aug 2026 08:07 | ||||||||
| Last Modified: | 31 Aug 2026 08:07 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59404 |
Actions (login required)
 |
View Item |