The Influence of Product Quality, Perceived Price, and Brand Image on Purchasing Decisions of Nescafe Instant Coffee Powder in Surabaya
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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.
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