The Influence of Price, Brand Image, and Product Quality of Coffee Mix on Consumer Purchase Decisions in Medan Petisah

Abstract

The residents of Medan Petisah are part of the community in Medan City, living in one of its
densely populated and strategically located districts. This area is known as a center of economic,
trade, and service activities, especially due to the presence of both traditional and modern
shopping centers such as Pasar Petisah. Coffee mix is an instant blend typically consisting of
coffee, sugar, and creamer (either milk powder or non-dairy creamer) combined into one
convenient product. This study aims to determine the influence of Price, Brand Image, and
Product Quality of Coffee Mix on Consumer Purchase Decisions in Medan Petisah District. This
research uses a quantitative approach. Since the population is unknown, the sample was
determined using the Lemeshow formula, resulting in 96 respondents. The partial results of this
study indicate that price has a positive and significant effect on consumer purchase decisions,
and brand image also has a positive and significant effect. Simultaneously, product quality has a
positive and significant effect on consumer purchase decisions.
Keywords: Price, Brand Image, Product Quality, Purchase Decision