Pengaruh Citra Merek Dan Harga Terhadap Keputusan Pembelian Menu Kopi Pada Sekarsa Coffee & Space Pekanbaru

Dodo, Maskha (2022) Pengaruh Citra Merek Dan Harga Terhadap Keputusan Pembelian Menu Kopi Pada Sekarsa Coffee & Space Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of brand image and price on purchasing decisions on coffee menus at Sekarsa Coffee & Space Pekanbaru. The research method used in this study is a quantitative approach by collecting data in the form of numbers. The data source used to obtain accurate data is by distributing questionnaires to respondents. The sample used in this study were visitors to Sekarsa Coffee & Space Pekanbaru with the criteria of having visited more than once and buying Sekarsa Coffee & Space Pekanbaru coffee products as many as 50 respondents with a sampling technique using accidental sampling. The method for data processing uses Structural Model Analysis which is carried out in two stages, namely testing the outer model and inner model. The outer model test was conducted to prove the validity and reliability of all indicators on each variable. The inner model test is carried out to test the influence between variables according to the previously established hypothesis. The results of the tests carried out are that brand image and price have a positive and significant effect on purchasing decisions for the coffee menu of Sekarsa Coffee & Space Pekanbaru.

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