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

Abstrak

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.