Penilaian Pengaruh Harga Kompetitif, Daya Tarik Produk, dan Brand Trust Terhadap Minat Beli Konsumen
Studi Kasus pada Konsumen Warung Kopi di Kota Pontianak
Keywords:
competitive prices, product appeal, brand thrust, purchasing decisionsAbstract
This study aims to assess how much influence competitive prices, product appeal, and brand trust have on the interest in buying coffee products in Pontianak City. The form of this research is quantitative by distributing questionnaires to 120 respondents to obtain the data needed by the researcher, the respondents targeted are people who are consumers who buy coffee products in Pontianak City. The data was then analyzed using multiple linear regression to test the relationship between the independent variables and the dependent variable. The data collected were analyzed using the SPSS (Statistical Product and Service Solutions) version 26. The results of the study showed that competitive prices, product appeal, and brand image had a positive and significant influence on purchasing decisions. The brand trust variable made the largest contribution in influencing consumer purchasing decisions, followed by competitive prices and product appeal. This study provides assessment results where a good marketing strategy is through competitive pricing, making products with appeal and building brand trust in order to attract customers to buy coffee in Pontianak City.
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