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Fajeri, Vika Nurul
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Economics, Econometrics & Finance

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PENGARUH PERSEPSI HARGA, CITRA MEREK, TERHADAP KEPUTUSAN DAN KEPUASAN PELANGGAN KOPI JAGO Fajeri, Vika Nurul; Tuti, Meylani
Panorama Nusantara Vol 20 No 2 (2025): Panorama Nusantara
Publisher : LPPM Universitas Asa Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70157/p.v20i2.2695

Abstract

This study aims to analyze the influence of price perception and brand image on purchasing decisions and their impact on customer satisfaction for Kopi Jago products. This study uses a quantitative approach, data were collected through distributing questionnaires to respondents who have purchased Kopi Jago. The sampling technique used was Accidental Sampling with a total of 255 respondents. The data analysis technique used SEM-PLS through the SmartPLS 3 application. The results of the study indicate that both price perception and brand image have a positive and significant effect on purchasing decisions and customer satisfaction. In addition, purchasing decisions have also been shown to have a significant effect on customer satisfaction. These findings confirm that positive perceptions of price and a strong brand image can increase purchasing decisions and customer satisfaction. Kopi Jago needs to continue to maintain quality, image, and competitive prices to maintain and increase customer satisfaction.
Co-Authors Tuti, Meylani