Pengaruh Brand Image dan Kualitas Produk terhadap Keputusan Pembelian pada Konsumen Kopi Kenangan Mall Margo City Depok
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Abstract
The Indonesian coffee industry is experiencing significant growth alongside increasingly fierce competition, making an understanding of the factors influencing purchasing decisions critically important for business sustainability. This study aims to analyze the partial and simultaneous effects of brand image and product quality on the purchasing decisions of Kopi Kenangan consumers at Margo City Mall, Depok. A quantitative associative approach was employed, with data collected through questionnaires distributed to 100 respondents selected via purposive sampling from a total population of 20,600 visitors. Data were analyzed using validity tests, reliability tests, classical assumption tests, t-tests, F-tests, multiple linear regression, and coefficients of determination with IBM SPSS version 25. The results indicate that brand image has a partial positive and significant effect on purchasing decisions (t = 3.041; sig. = 0.003). Product quality also demonstrated a partial positive and significant effect (t = 6.609; sig. = 0.000). Simultaneously, both variables significantly influence purchasing decisions (F = 62.193; sig. = 0.000), with a coefficient of determination (R²) of 0.562, meaning brand image and product quality together account for 56.2% of the variation in consumer purchasing decisions at Kopi Kenangan Margo City Mall, Depok
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