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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of International Multidisciplinary Research International Journal of Economics, Business and Innovation Research International Journal of Management, Accounting & Finance Journal of Ekonomics, Finance, and Management Studies Harmony Management: International Journal of Management Science and Business Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara
Anita Asnawi
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Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences Other

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Pengaruh Brand Image, Harga, dan Kualitas Produk terhadap Keputusan Pembelian di Excelso Pakuwon Surabaya Mey Rio Dwi Bisma; Anita Asnawi; Isro’ani Widayati
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 1 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i1.5680

Abstract

This quantitative descriptive method research was conducted to see the influence of brand image, price, and product quality on customer purchasing decisions at Excelso Pakuwon Surabaya. Questionnaires were distributed to 100 respondents to collect primary data on their responses. The results of partial hypothesis testing show that brand image and product quality have a significant and positive effect on purchasing decision variables. On the other hand, the price factor was found not to have a significant effect. The results revealed that brand image plays an important role in shaping customers' positive perceptions of Excelso, which is considered to have consistent quality, a cozy atmosphere, and uniqueness that suits customers' lifestyles. Product quality is also an important factor, where customers value the quality of coffee and the variety of menus available. In contrast, price did not have a significant effect, as some respondents felt Excelso's prices were less competitive than its competitors. These findings suggest that Excelso needs to focus on strengthening brand image and product quality to improve purchasing decisions. In addition, a review of the pricing strategy is recommended to better match customer expectations to strengthen market competitiveness.
Co-Authors Andry Herawati Azizun Kurnia Ilahi Damajanti Sri Lestari Dedi Setyawan Dhini Ardianti Dias Eko Erry Akhmadi Ferriswara, Dian Galuh Ajeng Ayuningtiyas Garry Brumadyadisty Isro’ani Widayati Liling Listyawati Listin Anggraini Mastuki Mastuki Mey Rio Dwi Bisma Miranti Ayu Lupitasari Hermanto Mochammad Arfani Moh. Arfani Muhammad Efendi Ibrahim Rini Anisyahrini Siska Armawati Sufa Victor Maruli Tua L Tobing