Pengaruh Citra Merek, Harga, Cita Rasa dan Kemudahan terhadap Keputusan Pembelian Kopi Keliling (Studi Kasus : Pedagang Kopi Keliling di Lingkungan Kampus Universitas Sumatera Utara)

Abstract

Mobile coffee is a new business concept in Medan City with its innovations that offer new experiences, the more recognized this mobile coffee becomes so that it develops into a trend, making its market competition tighter, so that business actors need to understand the factors that influence consumer purchasing decisions. This study aims to analyze the effect of brand image, price, taste and convenience both partially and simultaneously on purchasing decisions for mobile coffee among the USU students. The data that used is primary data collected using a questionnaire, and data processing is carried out with IBM SPSS version 26 with multiple linear regression analysis methods, the results of the study state that brand image, taste and convenience are positively related and have a significant effect on purchasing decisions while price is negatively related and has a significant effect on purchasing decisions, all independent variables have a significant effect on purchasing decisions both partially and simultaneously. This research provides useful insights for business actors in developing business strategies and increasing competitiveness by paying attention to its brand image, price, taste and convenience as key factors that influence consumer purchasing decisions.