Pengaruh Citra Merek, Kualitas Produk, Desain Tempat terhadap Keputusan Pembelian di Kafe Kopi Panggang Kota Gresik

Abstract

Coffee Roast Cafe is an individual business engaged in the food and beverage
sector. From the results of interviews to describe the current business processes.
Furthermore, designing the data using quantitative methods. Problems that are often faced
by roasted coffee cafe businessmen are not conducting surveys, unattractive menu lists,
unfriendly service, unclear cafe identities, less attention to marketing strategies, and
unattractive types of packaging. The method used is the type and research design, population
and sample, measurement scale and research instruments, types and sources of data.
Findings in field data collection through the distribution of questionnaires. The conclusion is
from the results of distributing questionnaires, taking a sample of 100 consumer respondents
and filling more dominantly to women, and the results of statistical analysis of partial brand
image tests have no significant effect on purchasing decisions, product quality and place
design have a significant effect on purchasing decisions.