Open AccessPengaruh Kualitas Produk, Promosi, dan Citra Merek terhadap Keputusan Pembelian Kopi Merek Moola Pedawa
Author(s) -
Vika Ervina,
Made Ary Meitriana
Publication year - 2021
Publication title -
bisma: jurnal manajemen/bisma
Language(s) - English
Resource type - Journals
eISSN - 2714-6782
pISSN - 2476-8782
DOI - 10.23887/bjm.v7i1.29290
Subject(s) - nonprobability sampling , brand image , advertising , promotion (chess) , product (mathematics) , population , quality (philosophy) , business , regression analysis , mathematics , statistics , medicine , political science , environmental health , philosophy , geometry , epistemology , politics , law
The purpose of this study was to discover the effect of product quality, promotion and brand image on the purchase decision of Moola Pedawa Coffee. This type of research is associative with a quantitative approach. The population was customers who have bought and consumed Moola Pedawa Coffee for 384 respondents, collected by the purposive sampling technique. The data collection method was using questionnaires. The data analysis technique was using multiple linear regression. Hypothesis tests were conducted using the t test and f test. The results showed that partially and simultaneously product quality, promotion, and brand image have a positively effect on purchase decisions