Pengaruh Lokasi, Harga, Brand Image, Dan Kualitas Layanan Terhadap Keputusan Pembelian (Studi pada Suaco Coffee Malang)

Abstract

Abstract 

Many factors influence consumers in making purchasing decisions until consumers decide to make purchasing decisions. To find out how far the factors of location, price, brand image and quality of service on purchasing decisions at Suaco Malang. This type of research uses a quantitative approach. From the results of this study, the following results were obtained: (1) simultaneously, the variables of location, price, brand image and service quality had an effect on purchasing decisions. (2) location has no partial effect on purchasing decisions. (3) the price variable has no partial effect on purchasing decisions. (4) the brand image variable has a significant positive effect on purchasing decisions. (5) the service quality variable has a significant positive effect on purchasing decisions. This means that the more strategic location and price are not factors that determine consumers in making purchasing decisions, consumers make purchasing decisions based on factors such as brand image and good service quality and supported by other factors.

 Keywords: Location, Price, Brand Image, Service Quality, Purchase Decision