PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOPI KAPAL API DI BANDUNG BARAT

Dahlan Ramdhani; Asep Sutisna; Andri Asoka Sidantara Rosadi; Yudiyanto Joko Purnomo

doi:10.31955/mea.v10i2.7737

Dahlan Ramdhani Universitas Nasional Pasim
Asep Sutisna Universitas Nasional Pasim
Andri Asoka Sidantara Rosadi Universitas Nasional Pasim
Yudiyanto Joko Purnomo Universitas Nasional Pasim

DOI: https://doi.org/10.31955/mea.v10i2.7737

Abstract

This study aims to analyze the influence of brand image and price on purchasing decisions at Kapal Api Pure coffee in West Bandung. The research method used a quantitative approach with a questionnaire survey. The study population consisted of Horeka customers. The sampling technique used was purposive sampling with 68 respondents. The research instrument was a questionnaire with a Likert scale of 1-5, which was tested for validity and reliability. Data analysis was conducted using multiple linear regression analysis to test the hypothesis. The results showed that brand image and price had a positive and significant effect on purchasing decisions, both partially and simultaneously. The implications of this study contribute to the development of coffee marketing strategies to increase sales and customer loyalty.

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