From Perception to Purchase: How Price, Brand Image, and Technology Shape Consumer Choices

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Quantitative analysis reveals brand image and technology significantly influence purchase decisions, highlighting their importance.

Technology use significantly enhances purchase decisions by improving convenience and transaction efficiency.
Brand image influences consumer trust and preference, reinforcing loyalty toward Tomoro Coffee.
Perceived price has a moderate effect on purchase decisions, indicating consumers may pay a premium for quality.
Findings suggest that businesses should optimize technology-driven marketing strategies to enhance consumer engagement.

Soetjipto et al. (2025) studied this question.

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