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All Journal International Journal of Economics (IJEC)
Achmad Hadi Dachlan
Management Study Program, Faculty of Economics and Business, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
Economics, Econometrics & Finance

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The Influence of Product Quality, Perceived Price, and Brand Image on Purchasing Decisions of Nescafe Instant Coffee Powder in Surabaya Achmad Hadi Dachlan; Ugy Soebiantoro
International Journal of Economics (IJEC) Vol. 2 No. 2 (2023): July-December
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v2i2.529

Abstract

This study aims to determine the effect of product quality, price perception and brand image on purchasing decisions of Nescafe instant coffee powder in Surabaya . This research method is quantitative. The population in this study is consumers who have bought and consumed Nescafe instant coffee powder products in Surabaya . The sampling technique uses non -probability sampling and uses techniques purposive sampling as a technique for determining the sample used because not all members of the sample have criteria that are in accordance with the objectives of the study . According to Hair et al., (2014: 77) the number of sample sizes that are appropriate for Partial Least Square (PLS) can be measured by the number of indicators multiplied by 5 or the sample size between 100-200 respondents. In this case the number of samples in this study is 16 (indicators) x 6 = 96 and rounded up to 100 respondents. Data collection was carried out through a Google form questionnaire to respondents with an ordinal scale via a Likert scale from a score range of 1 to 5. The data was processed using the Partial Least Square (PLS) data analysis technique. The results showed, product quality, price perception and brand image has a positive effect on purchasing decisions of Nescafe instant coffee powder in Surabaya. In conclusion, product quality, perceived price and brand image have a significant influence on purchasing decisions.
Co-Authors Ugy Soebiantoro