Purchase Decisions : The Effect of Product Quality, Brand Image, Tagline, and Brand Ambassador at Kopi Kenangan Branch Purwokerto

The purpose of this study was to determine the effect of product quality, brand image, tagline, and brand ambassador on purchasing decisions at Kopi Kenangan Purwokerto. The population studied was Kopi Kenangan consumers in Purwokerto. This type of research is quantitative research using the SPSS Ver 25 analysis tool. This study used a sample of 110 people using purposive sampling method. The results showed that the variables of product quality, brand image, and brand ambassador had a positive and significant effect on purchasing decisions, while the tagline variable had a negative and insignificant effect on purchasing decisions.