THE EFFECT OF BRAND IMAGE, QUALITY OF SERVICE AND LOCATION ON
PURCHASE DECISIONS AT OTHER HEART COFFEE STORES
Dublin Core
Title
THE EFFECT OF BRAND IMAGE, QUALITY OF SERVICE AND LOCATION ON
PURCHASE DECISIONS AT OTHER HEART COFFEE STORES
PURCHASE DECISIONS AT OTHER HEART COFFEE STORES
Subject
Brand Image, Service Quality, Location, Purchase Decision.
Description
This study aims to analyze the effect of brand image, service quality and location on
purchasing decisions at other coffee shops (a case study on consumers in
Pangkalpinang City). The type of research used is explanatory research with a
quantitative approach and also uses a causal relationship (cause and effect) between
variables. The research model is hypothesis testing, which tests the theoretical
relationship built by the researcher. The data used are secondary data and primary
data collected from research respondents, namely other coffee shop customers in the
city of Pangandaran with a total sample of 100 people. The data analysis technique
used multiple linear regression analysis. The results showed that brand image, service
quality and location had a positive and significant effect on purchasing decisions at
the Lain Hati Coffee shop.
purchasing decisions at other coffee shops (a case study on consumers in
Pangkalpinang City). The type of research used is explanatory research with a
quantitative approach and also uses a causal relationship (cause and effect) between
variables. The research model is hypothesis testing, which tests the theoretical
relationship built by the researcher. The data used are secondary data and primary
data collected from research respondents, namely other coffee shop customers in the
city of Pangandaran with a total sample of 100 people. The data analysis technique
used multiple linear regression analysis. The results showed that brand image, service
quality and location had a positive and significant effect on purchasing decisions at
the Lain Hati Coffee shop.
Creator
Wargianto, Andi Eko Wardana
Source
https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Date
2022
Contributor
peri irawan
Format
pdf
Language
english
Type
text
Files
Collection
Citation
Wargianto, Andi Eko Wardana, “THE EFFECT OF BRAND IMAGE, QUALITY OF SERVICE AND LOCATION ON
PURCHASE DECISIONS AT OTHER HEART COFFEE STORES,” Repository Horizon University Indonesia, accessed April 23, 2025, https://repository.horizon.ac.id/items/show/7983.
PURCHASE DECISIONS AT OTHER HEART COFFEE STORES,” Repository Horizon University Indonesia, accessed April 23, 2025, https://repository.horizon.ac.id/items/show/7983.