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This Author published in this journals
All Journal Jurnal Ilmiah Edunomika (JIE)
Rum Marhaki
Sekolah Tinggi Ilmu Ekonomi (STIE) Wijaya Mulya Surakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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PENGARUH KESADARAN MEREK, HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KOPI (STUDI KASUS PADA KONSUMEN KEDAI KOPI AZHAR) Edi Purwanto; Rum Marhaki; Santosa Tri Prabawa
JURNAL ILMIAH EDUNOMIKA Vol 7, No 1 (2023): EDUNOMIKA : Vol. 07, No. 01, 2023
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v7i1.7780

Abstract

The development of lifestyle patterns and business competition today, especially in the coffee sector, has encouraged researchers to conduct research that aims to determine the effect of brand awareness, price, and location on coffee purchasing decisions at the Azhar Delanggu Coffee shop. The population in this study were 150 people who had consumed products from the Azhar Coffee shop. Using a simple random sampling method with a sample size of 60 respondents. Methods of collecting data using questionnaires and data processing using multiple regression analysis assisted by the SPSS 25 program. The results of the study conclude that brand awareness and price affect purchasing decisions, while location has no effect on purchasing decisions. Keywords : Brand awareness, price, location, purchasing decisions.
Co-Authors Edi Purwanto Santosa Tri Prabawa