PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOPI KAPAL API DI BANDUNG BARAT

Dahlan Ramdhani
Asep Sutisna (Universitas Nasional Pasim)
Andri Asoka Sidantara Rosadi
Yudiyanto Joko Purnomo

Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Vol 10 No 2 (2026): Edisi Mei - Agustus 2026

This study aims to analyze the influence of brand image and price on purchasing decisions at Kapal Api Pure coffee in West Bandung. The research method used a quantitative approach with a questionnaire survey. The study population consisted of Horeka customers. The sampling technique used was purposive sampling with 68 respondents. The research instrument was a questionnaire with a Likert scale of 1-5, which was tested for validity and reliability. Data analysis was conducted using multiple linear regression analysis to test the hypothesis. The results showed that brand image and price had a positive and significant effect on purchasing decisions, both partially and simultaneously. The implications of this study contribute to the development of coffee marketing strategies to increase sales and customer loyalty.