Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Pada Produk Kopi Kapal Api Di Wilayah Johar Baru
DOI:
https://doi.org/10.31334/nrq51a98Abstrak
Abstract.
This study aims to analyze the influence of product quality and brand image on
purchasing decisions for Kopi Kapal Api products. The study employed a
quantitative research method with a survey approach involving 140 respondents.
Data were analyzed using Partial Least Squares–Structural Equation Modeling
(PLS-SEM) with SmartPLS version 4.1.1.2. The results indicate that product quality and brand image
explain 65.8% of the variance in purchasing decisions. Product quality has a positive and significant
effect on purchasing decisions (T-Statistics = 2.717; P-Values = 0.007), while brand
image also has a positive and significant effect on purchasing decisions (T-Statistics
= 11.116; P-Values = 0.000). Simultaneously, both variables have a positive and
significant effect on purchasing decisions (T-Statistics = 27.233; P-Values = 0.000). Based on the
findings, it can be concluded that product quality and brand image
play an important role in improving consumers' purchasing decisions for Kopi
Kapal Api products. Therefore, the company should maintain product quality and
strengthen its brand image to enhance consumers' purchasing decisions.
Keywords: Product Quality, Brand Image, Purchasing Decision, Kopi Kapal Api
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