The Effect Of Brand Image, Quality Of Service And Location On Purchase Decisions At Other Heart Coffee Stores

Authors

  • Wargianto Wargianto STIE Arrives Pangkalpinang, Indonesia
  • Andi Eko Wardana STIE Arrives Pangkalpinang, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v6i3.6456

Abstract

This study aims to analyze the effect of brand image, service quality and location on purchasing decisions at other coffee shops (a case study on consumers in Pangkalpinang City). The type of research used is explanatory research with a quantitative approach and also uses a causal relationship (cause and effect) between variables. The research model is hypothesis testing, which tests the theoretical relationship built by the researcher. The data used are secondary data and primary data collected from research respondents, namely other coffee shop customers in the city of Pangandaran with a total sample of 100 people. The data analysis technique used multiple linear regression analysis. The results showed that brand image, service quality and location had a positive and significant effect on purchasing decisions at the Lain Hati Coffee shop.

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Published

2022-09-24

How to Cite

Wargianto, W., & Wardana, A. E. (2022). The Effect Of Brand Image, Quality Of Service And Location On Purchase Decisions At Other Heart Coffee Stores. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(3), 2465–2474. https://doi.org/10.29040/ijebar.v6i3.6456

Issue

Vol. 6 No. 3 (2022): IJEBAR, Vol. 6 Issue 3, September 2022

Section

Articles

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