Pengaruh Brand Image Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Kong Djie Caffe Banjar Wijaya Cipondoh Di Kota Tangerang

FERNIUS GIAWA, . (2025) Pengaruh Brand Image Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Kong Djie Caffe Banjar Wijaya Cipondoh Di Kota Tangerang. Other thesis, Universitas Pamulang.

[img] Text
COVER.pdf
Restricted to Registered users only
Download (1MB)
[img] Text
BAB I.pdf
Restricted to Registered users only
Download (316kB)
[img] Text
BAB II.pdf
Restricted to Registered users only
Download (388kB)
[img] Text
BAB III.pdf
Restricted to Registered users only
Download (600kB)
[img] Text
BAB IV.pdf
Restricted to Registered users only
Download (982kB)
[img] Text
BAB V.pdf
Restricted to Registered users only
Download (329kB)
[img] Text
Jurnal.pdf
Restricted to Registered users only
Download (592kB)

Abstract

The growing competition in the culinary industry requires businesses, including Kong Djie Caffe, to strengthen their brand image and improve service quality to attract and retain consumers. This study was prompted by declining customer visits and unmet sales targets over the past three years. The objective of this research is to analyze the influence of brand image and service quality on consumer purchase decisions. The study employs a quantitative method with a survey approach. A total of 99 respondents were selected using the Slovin formula. Data analysis included validity and reliability tests, classical assumption tests, multiple linear regression, t-test, and F-test. The results reveal that both brand image has a calculated t (13.388)> t table (1.984) with a sig value of 0.000<0.05 then Ho is rejected H1 is accepted meaning there is a significant influence between brand image on purchasing decisions and service quality has a calculated t (7.857) and a sig value of 0.000<0.05 and calculated t> t table 1.984 then H2 is accepted and Ho is rejected meaning partially service quality.These findings highlight the crucial role of a strong brand image and high-quality service in influencing purchase decisions in the culinary business.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Depositing User: Jejen Juanda
Date Deposited: 02 Feb 2026 09:30
Last Modified: 02 Feb 2026 09:30
URI: http://repository.unpam.ac.id/id/eprint/18712

Actions (login required)

View Item View Item
Eprints Data is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.