KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Vol. 8 No. 4 (2022): Kalbisiana

Pengaruh Brand Awareness, Kualitas Produk dan Harga Terhadap Keputusan Pembelian MCCafe

Cindy Andriani (Institut Teknologi dan Bisnis Kalbis)
Vina Meliana (Institut Teknologi dan Bisnis Kalbis)

Article Info

Publish Date
02 Dec 2022

Abstract

The purpose of this study to understand the effect of brand awareness, product quality and price towards the purchase decision of McCafe coffee.This study uses a quantitative approach. Data was collected by distributing questionnaires using a Likert scale to measure each statement. Samples were taken as many as 160 respondents using non- probability sampling method with the kriteria that knows then consume McCafe coffee and this research uses validity test, reliability test, classic assumption test, multiple linear regression and hypothesis test with the help of SPSS 20 program. The result of this hipotesis test shows that brand awareness has effect to purchase decision, product quality has effect to purchasing decision, price has effect to purchase decision, and also simultaneously brand awareness, product quality and price on purchase decision at McCafe.

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Journal Info
KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Website

Abbrev

kalbisiana

Publisher

UNIVERSITAS KALBIS

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

KALBISIANA Jurnal Sains, Bisnis dan Teknologi adalah jurnal akses terbuka akademik yang bertujuan untuk mempromosikan integrasi sains, bisnis dan teknologi. Fokusnya adalah menerbitkan makalah tentang sains, bisnis dan teknologi. Makalah yang dikirimkan akan ditinjau oleh komite teknis jurnal. Semua ...