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All Journal JMAEKA: Jurnal Manajemen Ekonomi Akuntansi
Muhammad Zainal Muttaqim
Universitas Bina Sarana Informatika
Humanities Economics, Econometrics & Finance

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Pengaruh Citra Merek dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Produk Kopi FamilyMart di Jakarta Timur: The Influence of Brand Image and Price Perception on Consumer Purchasing Decisions of FamilyMart Coffee Products in East Jakarta Muhammad Zainal Muttaqim; Ulta Rastryana; Rini Larasati Irawan
Jurnal Mnajemen | Ekonomi | Akuntansi Vol 2 No 4 (2026): September 2026 - November 2026
Publisher : CV Warnak Johanna Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63921/jmaeka.v2i4.576

Abstract

The rapid growth of Indonesia's coffee industry has driven the emergence of convenience stores such as FamilyMart, which offer ready-to-drink coffee through its FamiCafe concept, where consumer purchase decisions are still influenced by various factors, including brand image and price perception. This study aims to determine the influence of Brand Image and Price Perception on the Purchase Decisions of FamilyMart coffee product consumers in East Jakarta, both partially and simultaneously. A quantitative associative-causal method was applied using purposive sampling on 100 respondents determined through the Cochran formula. Data were collected through a Likert-scale questionnaire and analyzed using validity, reliability, classical assumption tests, t-test, F-test, the coefficient of determination, and multiple linear regression with SPSS version 27. The results show Brand Image has a positive and significant partial effect on Purchase Decisions (t-value 6.992 > t-table 1.984; sig. 0.000), as does Price Perception (t-value 2.555 > t-table 1.984; sig. 0.012). Simultaneously, both variables have a positive and significant effect (F-value 61.864 > F-table 3.090; sig. 0.000) with a coefficient of determination of 56.1% (R² = 0.561) and a regression equation of Y = 12.347 + 0.636X1 + 0.220X2.
Co-Authors Rini Larasati Irawan Ulta Rastryana