PENGARUH CITRA MEREK, KUALITAS PRODUK DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN LUWAK WHITE COFFEE DI KOTA BATAM

Abstract

Various initiatives were carried out by the company to boost product sales to meet
consumer demand. When a person recognizes a need in general and wants in
particular, the buying process occurs. The difference between the desired state and
the existing condition begins to register in the person's consciousness. Because
everyone has different points of reference and attitudes towards goods, one's buying
behavior can be said to be unique. Brand Image, Product Quality and Product Design
are existing factors that can influence purchasing decisions. The sampling technique
uses simple random sampling. For data collection purposes, the researcher
distributed questionnaires, which contained a list of questions that had to be
answered by the participants. The method used in the findings contained in this study
is a quantitative-based research by conducting multiple linear analysis. The results of
research based on a study will certainly be able to prove that brand image, product
quality and product design have a significant effect on purchasing decisions for Luwak
White Coffee in Batam City.