THE INFLUENCE OF PRODUCT QUALITY, PRICE PERCEPTION AND BRAND IMAGE ON PURCHASING DECISIONS AT FLASH COFFEE INDONESIA

Abstrak

This study aims to evaluate the influence of product quality, price perception, and brand image on consumer purchasing decisions at Flash Coffee Green Terrace. The population in this research consists of visitors to Flash Coffee Green Terrace. The analysis process was carried out by applying classical assumption tests and multiple linear regression, using SPSS version 24 as the analytical tool. From a total of 100 samples selected through accidental sampling, the results showed that product quality, price perception, and brand image each have a positive and significant effect on purchasing decisions. Simultaneously, these three variables also contribute significantly to shaping consumer purchasing decisions at the research location.