Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Kopi Jago Di Wilayah Johar Baru Jakarta Pusat
Abstract
This study aims to analyze the influence of brand image and product quality on consumer purchasing
decisions at Kopi Kenangan Jago in the Johar Baru area, Central Jakarta. The method used is
descriptive quantitative by distributing questionnaires to 100 respondents. The data were analyzed using
validity and reliability tests, multiple linear regression, and hypothesis testing via SPSS 26. The results
of the study show that brand image and product quality have a positive and significant influence, both
partially and simultaneously, on purchasing decisions. Consumers consider brand image and product
quality such as reliability, features, and durability when making purchasing decisions. Companies are
advised to maintain a balance between brand image and product quality in order to attract and maintain
consumer purchasing interest amidst market competition.
Keywords: Brand Image, Product Quality, Purchasing Decisions, Jago Coffee, Johar Baru
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