AICOS
Vol. 2 No. 2 (2025): AICOS: Asian Journal Of Islamic Economic Studies

THE EFFECT OF BRAND IMAGE AND PRODUCT QUALITY ON CONSUMER PURCHASE DECISIONS AT CAFÉ NOKA IN SUNGAI PENUH CITY

Ditama, Rezki Agrisa (Unknown)
Azhar, Azhar (Unknown)
Nilda, Elvi (Unknown)
Syamsarina (Unknown)
Desiana (Unknown)
Mailindra, Wiyan (Unknown)

Article Info

Publish Date
13 Oct 2025

Abstract

This study aims to analyze the influence of brand image and product quality on purchasing decisions at Café Noka in Sungai Penuh City. The research method used is quantitative with a survey approach. Data were collected through questionnaires distributed to Café Noka customers and analyzed using multiple linear regression techniques. The results show that brand image and product quality have a positive and significant impact on purchasing decisions. A strong brand image enhances customer trust, while good product quality contributes to customer satisfaction, ultimately encouraging purchasing decisions. The findings suggest that Café Noka should maintain and improve its brand image and product quality to increase customer loyalty and purchase interest.

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Journal Info
AICOS
Website

Abbrev

acs

Publisher

Institut Agama Islam Negeri Kerinci

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

AICOS: Asian Journal of Islamic Economics Studies ISSN 3032-7156 is a peer-reviewed journal and scientific journal published by Fakultas Ekonomi dan Bisnis Islam Institut Agama Islam Negeri Kerinci. Authors should submit only papers that have been carefully proofread and polished. Before submission, ...