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All Journal Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi (JEMBA) JISOS: Jurnal ilmu sosial TOFEDU: The Future of Education Journal Jurnal Pesona Nusantara
Zefri Efdison
Sekolah Tinggi Ilmu Ekonomi Sakti Alam Kerinci
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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PENGARUH HARGA DAN KUALITAS PRODUK PENGARUH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KOPI NUR Zefri Efdison; Anggil Nopra Lova; Yelnim Yelnim; Dorris Yadewani; Erni Febrina Harahap
JISOS: JURNAL ILMU SOSIAL Vol. 1 No. 12: Januari 2023
Publisher : Bajang Institute

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Abstract

This study aims to determine the effect of price and product quality on consumer purchase decision of Nur Cofee. The sample from this study was 100 respondents. Data were collected with questionnaires that had been tested for validity and reliability. The data analysis techniques used are analysis, descriptive, multiple regression, coefficient of determination and hypothesis testing using the t test and the f test. The results showed that there was a significant influence between price on consumer purchase decision of citra alam inn. There is a significant influence between the product quality on consumer purchase decision of Nur Cofee. There is a significant influence between facilities, quality of service and experience on consumer purchase decision of citra alam lodging 2 simultaneously or together.
PENGARUH BRAND IMAGE DAN KUALITAS PRODUK PENGARUH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KOPI NUR Zefri Efdison; Anggil Nopra Lova; Deky Hamdani
JEMBA: JURNAL EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Vol. 2 No. 4: Juli 2023
Publisher : Bajang Institute

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Abstract

This study aims to determine the effect of price and product quality on consumer purchase decision of Nur Cofee. The sample from this study was 100 respondents. Data were collected with questionnaires that had been tested for validity and reliability. The data analysis techniques used are analysis, descriptive, multiple regression, coefficient of determination and hypothesis testing using the t test and the f test. The results showed that there was a significant influence between price on consumer purchase decision of citra alam inn. There is a significant influence between the product quality on consumer purchase decision of Nur Cofee. There is a significant influence between facilities, quality of service and experience on consumer purchase decision of citra alam lodging 2 simultaneously or together
Mendorong Pertumbuhan UMKM Berkelanjutan Melalui Green Marketing: Program Sosialisasi Dan Pelatihan Peningkatan Penjualan Anggil Nopra Lova; Zefri Efdison; Edia Satria
Jurnal Pesona Nusantara Vol. 2 No. 2 (2026): Vol.2 No.2 2026
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/peson.v2i2.38

Abstract

Abstrak Indonesia Kegiatan Pengabdian kepada Masyarakat ini bertujuan meningkatkan kapasitas pemasaran 37 pelaku UMKM di Desa Sungai Ning, Kota Sungai Penuh, Jambi, melalui sosialisasi dan pelatihan Green Marketing serta Sustainable Performance. Permasalahan mitra meliputi rendahnya pemahaman strategi pemasaran adaptif, keterbatasan jangkauan pasar, dan belum optimalnya nilai tambah produk. Metode pelaksanaan menggunakan pendekatan partisipatif dan kontekstual melalui ceramah interaktif, diskusi, pelatihan praktis, simulasi, dan evaluasi. Hasil menunjukkan 87,8% peserta memahami konsep Green Marketing, 83,8% memahami Green Marketing, dan 78,4% mampu mengidentifikasi strategi peningkatan penjualan, melampaui seluruh target. Peserta berkomitmen memperbaiki kemasan (59,5%), menambahkan label produk (48,6%), dan memanfaatkan media sosial (40,5%). Kegiatan mendorong perubahan mindset dari orientasi jangka pendek menuju keberlanjutan usaha. Implementasi Green Marketing kontekstual terbukti menjawab tantangan UMKM pedesaan dan memperkuat teori Resource-Based View serta Dynamic Capabilities View. Kegiatan merekomendasikan pendampingan berkelanjutan, pelatihan lanjutan, dan replikasi di wilayah lain.
The Influence of Brand Image and Product Quality on Consumer Purchase Decisions: Evidence from Kopi Nur Zefri Efdison; Anggil Nopra Lova; Dorris Yadewani; Erni Febrina Harahap
The Future of Education Journal Vol 5 No 2 (2026)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v5i2.2214

Abstract

This study aims to examine the influence of brand image and product quality on consumer purchase decisions at Kopi Nur. The research employed a quantitative approach with an accidental sampling technique involving 140 respondents who were consumers of Kopi Nur. Data were analyzed using multiple linear regression. The findings indicate that brand image has a positive and significant effect on consumer purchase decisions at Kopi Nur. The stronger the brand image of Kopi Nur in consumers' minds, the greater their likelihood of making a purchase decision. Product quality also has a positive and significant effect on consumer purchase decisions. The better the product quality offered—including consistent taste, premium-quality ingredients, and well-maintained serving standards—the more likely consumers are to purchase the products. Furthermore, brand image and product quality simultaneously have a significant effect on consumer purchase decisions. The study concludes that brand image and product quality are key factors that Kopi Nur should continuously strengthen to encourage consumer purchase decisions.
Co-Authors Anggil Nopra Lova Anggil Nopra Lova Dorris Yadewani Dorris Yadewani Edia Satria Erni Febrina Harahap Hamdani, Deky Yelnim .