KEPUTUSAN PEMBELIAN DITINJAU DARI KUALITAS PRODUK, BRAND IMAGE, DAN STORE ASTMOSPHERE (Studi Kasus Terhadap Cold n’Brew di Wahidin Surakarta)

Authors

  • Ida Sutrisno Fakultas Ekonomi Universitas Islam Batik Surakarta, Indonesia
  • Ida Aryati Diyah Purnomo Wulan Fakultas Ekonomi Universitas Islam Batik Surakarta, Indonesia
  • Supawi Pawenang Fakultas Ekonomi Universitas Islam Batik Surakarta, Indonesia

DOI:

https://doi.org/10.29040/jie.v7i2.10791

Abstract

The primary objective of this study is to examine the influence of product quality, brand image, and store atmosphere on the decision-making process in selecting Cold n' Brew Coffee Wahidin Surakarta as the preferred choice. This quantitative descriptive study encompasses consumers who have made purchases at Cold n' Brew Coffee Wahidin Surakarta, totaling more than 13,500 individuals. This figure is derived from an average of 150 consumer visits per day over a span of three months. A random sampling technique was employed, resulting in 100 respondents. Data collection was conducted using a Likert scale questionnaire. SPSS version 26 was utilized to perform multiple linier performing a statistical analysis utilizing regression on the given dataset. The study’s results show a significant and positive correlation amongst the variables of product quality, brand image, and store atmosphere, and acquisition choice. Hence, it can be deduced that the purchasing decision is significantly influenced in a positive manner by factors such as product quality, brand image, and store atmosphere, both when considered together and individually. Keywords: Product Quality, Brand Image, Store Atmosphere and Acquisition Choice

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Published

2023-08-30

How to Cite

Sutrisno, I., Diyah Purnomo Wulan, I. A., & Pawenang, S. (2023). KEPUTUSAN PEMBELIAN DITINJAU DARI KUALITAS PRODUK, BRAND IMAGE, DAN STORE ASTMOSPHERE (Studi Kasus Terhadap Cold n’Brew di Wahidin Surakarta). JURNAL ILMIAH EDUNOMIKA, 7(2). https://doi.org/10.29040/jie.v7i2.10791

Issue

Vol. 7 No. 2 (2023): EDUNOMIKA

Section

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