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October 15, 2025International Journal of Business and Applied Economics

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

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Authors

LALia Franita AsharaERErny RachmawatiNTNaelati Tubastuvi

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Overview

Quantitative analysis reveals significant impact of brand image and price perception on purchase decisions for Kopi Kenangan.

Key Points

  • Brand image and price perception significantly influence consumer purchase decisions for Kopi Kenangan, while product quality does not.
  • Data from 130 active consumers indicates that brand image and price perceptions are crucial for enhancing purchasing behavior.
  • Multiple linear regression analysis employed to identify the impact of various factors on purchasing decisions.
  • Implications highlight the need for businesses to enhance brand image and address price perceptions to boost sales.

Cite This Study

Ashara et al. (2025) studied this question.

synapsesocial.com/papers/68f01110f081da0584b567bdhttps://doi.org/10.55927/ijbae.v4i5.268
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