The Influence of Product Quality, Brand Image and Price Perception on Purchase Decisions of Kopi Kenangan

This study analyzes the influence of product quality, brand image, along with price perception on purchasing decisions for Kopi Kenangan in Purwokerto City. This study used a quantitative approach with a survey of 130 active consumers through a purposive sampling technique. Data analysis was performed through the use of multiple linear regression with SPSS. The findings revealed that product quality showed no significant effect. Meanwhile, brand image as well as price perception showed an effect that is significant positive on purchasing decisions. These findings imply that improving product quality, strengthening brand image, as well as adjusting price perception according to product value can encourage consumer purchasing decisions. This study gives implications for business actors in formulating more effective strategies for marketing in the ready-to-drink coffee beverage sector.