The Effect of Brand Image, Price, and Product Quality on Product Purchase Decisions at the Nescafé Booth in Surabaya
Abstract
Rapid developments in the coffee industry have prompted companies to identify the factors that influence consumer purchasing decisions. As a provider of ready-to-drink coffee, Nescafé Booth must pay attention to brand image, price, and product quality in order to remain competitive in the industry. The objective of the present study is to assess how brand perception, cost structures, and quality attributes influence buying intentions at Nescafé outlets. A survey-based quantitative design targeted post-purchase consumers as the sample population. Collected through questionnaires, the dataset was subjected to multiple linear regression via SPSS. Results confirm a favorable and substantial simultaneous effect of brand image, price, and product quality on purchase decisions, wherein brand image holds primacy, followed by pricing and quality, both of which remain significantly impactful. These insights highlight the dual role of emotional drivers like branding alongside cognitive evaluators such as value-for-money pricing and product excellence in consumer decision-making. Therefore, Nescafé outlets must maintain a strong brand image, set attractive prices, and ensure product quality aligns with consumer expectations.
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