PENGARUH KUALITAS PRODUK, VARIASI PRODUK, KESESUAIAN HARGA, CITRA MEREK DAN KESADARAN MEREK DALAM UPAYA MENINGKATKAN KEPUTUSAN PEMBELIAN (STUDI KASUS PADA STRADA COFFEE SEMARANG)
Abstract: Strada coffee has
decreased sales in 2016-2017. one of the factors influencing the decrease of
sales is the competition of coffee shop in Semarang which is very tight so as
to make the level of customer decrease and cause the sales decrease.
This research is used to analyze the effect of product quality, product
variation, price appropriateness, brand image and brand awareness in an effort
to improve purchasing decision of Strada Coffee Semarang. Strada Coffee is a
coffee shop that provides a variety of
coffee products such as beverages
and coffee beans have been established since 2012 by Evani
Jesslyn. The development of the business world in Indonesia increasingly
rapidly and cause a more intense competition especially in the coffee shop
business. This is seen in 2017 and Strada Coffee sales decreased.
Sampling technique used
in this research
is convenience sampling
that is sampling based on
convenience. The researcher has no other considerations except based on
convenience. Respondents in this study are Strada Coffee consumers who have
visited the coffee shop at least 2 times, with the number of respondents 100
people.
The results of research show that from the five independent variables in
this study have a positive influence on the dependent variable that is the
purchase decision. The coefficient of determination test results stated that
the five independent variables have an effect of 86.1% of the Purchase
decision. Strada Coffee as a coffee shop is recommended to build a good brand
image by providing quality products and product variations so that consumers
will be aware of the brand, it can improve purchasing decisions.
Keywords: Product Quality,
Product Variations, Price Compatibility, Brand Image, Brand Awareness, Purchase
Decision
Penulis: Oktavia Dyah
Sulistyorini, Susilo Toto Rahardjo
Kode Jurnal: jpmanajemendd180440
