Kualitas Produk, Persepsi Harga, Citra Merek dan Promosi terhadap Proses Keputusan Pembelian (Studi Pada Banaran 9 Coffee and Tea di Gemawang, Kabupaten Semarang)

  • Rizky Syamsidar
  • Euis Soliha

Abstract

This study examines the effect of product quality, price perception, brand image, and promotion on the purchasing decision process. This research is conducted in Banaran 9 Coffee & Tea, Gemawang, Semarang Regency. The sampling method uses the purposive sampling and the data collection uses a questionnaire. The research is done from 2017 to 2019. Relations and / or influence between variables are explained using multiple regression analysis methods. The results show that the perception of price and promotion have a positive and significant influence on the process of purchasing decisions, while product quality and brand image do not significantly influence the process of purchasing decisions

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Published
2019-12-09
How to Cite
Syamsidar, R., & Soliha, E. (2019). Kualitas Produk, Persepsi Harga, Citra Merek dan Promosi terhadap Proses Keputusan Pembelian (Studi Pada Banaran 9 Coffee and Tea di Gemawang, Kabupaten Semarang). Jurnal Bisnis Dan Ekonomi, 26(2). Retrieved from https://www.unisbank.ac.id/ojs/index.php/fe3/article/view/7654