Octavia, Mista (2026) PENGARUH BRAND IMAGE, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOPI DI BOOTH NESCAFÈ SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
|
Text (COVER)
COVER.pdf Download (1MB) | Preview |
|
|
Text (BAB I)
BAB I.pdf Download (295kB) | Preview |
|
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (BAB II)
BAB II.pdf Restricted to Repository staff only until 6 July 2029. Download (231kB) |
|
|
Text (BAB III)
BAB III.pdf Restricted to Repository staff only until 6 July 2029. Download (377kB) |
|
|
Text (BAB IV)
BAB IV.pdf Restricted to Repository staff only until 6 July 2029. Download (465kB) |
|
|
Text (BAB V)
BAB V.pdf Download (43kB) | Preview |
|
|
Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf Download (189kB) | Preview |
|
|
Text (LAMPIRAN)
LAMPIRAN.pdf Restricted to Repository staff only until 2029. Download (1MB) |
Abstract
MISTA OCTAVIA, 22042010120, THE INFLUENCE OF BRAND IMAGE, PRICE, AND PRODUCT QUALITY ON PURCHASING DECISIONS OF NESCAFÉ COFFEE PRODUCTS AT NESCAFÉ BOOTHS The rapid growth of the coffee beverage industry has prompted companies to understand the factors influencing consumer purchasing decisions. As a provider of ready-to-drink coffee beverages, Nescafé Booth needs to pay attention to brand image, price, and product quality in order to compete in the market. This study aims to analyze the influence of brand image, price, and product quality on purchasing decisions at Nescafé Booth. This study employs a quantitative approach using a survey method, with a purposive sampling technique targeting consumers who have made purchases. Data were collected via a questionnaire and analyzed using multiple linear regression with the assistance of SPSS. The results indicate that, simultaneously, brand image, price, and product quality have a positive and significant influence on purchasing decisions. Partially, brand image is the most dominant variable, followed by price and product quality, which also have a significant influence. This indicates that purchasing decisions are influenced by emotional factors such as brand image as well as rational factors such as the alignment of price and product quality. Therefore, the Nescafé Booth needs to maintain a strong brand image, set competitive prices, and ensure product quality aligns with consumer expectations. Keywords: Brand Image, Price, Product Quality, Purchasing Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Mista Octavia | ||||||||
| Date Deposited: | 06 Jul 2026 03:38 | ||||||||
| Last Modified: | 06 Jul 2026 03:38 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54627 |
Actions (login required)
 |
View Item |