Keywords: brand image; price; product quality; purchase decision; coffee shop
Abstract
This study examines the effects of brand image, price, and product quality on the purchase decisions of Jojo Coffee consumers in Bandung. The research design is quantitative, descriptive-verificative, and cross-sectional with a target of 100 respondents. To complete the manuscript reporting format while the original respondent dataset is not available in the source documents, the numerical results in this draft are based on a simulated 100-response Likert dataset and must be replaced with actual survey output before journal submission. The simulated instrument is valid and reliable, the regression residuals meet normality, multicollinearity, and heteroskedasticity assumptions, and the model produces R = 0.724 and R² = 0.524. Brand image (B = 0.355; p = 0.016), price (B = 0.546; p < 0.001), and product quality (B = 0.613; p < 0.001) show positive significant partial effects, while the simultaneous model is significant (F = 35.294; p < 0.001). Product quality has the largest standardized contribution (β = 0.483).
References
Abdillah, M. S., & Jaya, R. C. (2025). Pengaruh Brand Image, Harga dan Kualitas Produk terhadap Keputusan Pembelian Rokok Gudang Garam Signature di Kota Bandung. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(3), 308-317. https://doi.org/10.31004/riggs.v4i3.1982
Adriansyah, D. F., & Gumilar, D. (2024). Pengaruh Brand Image, Harga, dan Fashion Lifestlye terhadap Keputusan Pembeli Pakaian Thrift Shop Kota Bandung (Studi pada Bisnis Thrift Lugpreloved). eCo-Buss, 7(2), 1468-1480. https://doi.org/10.32877/eb.v7i2.1936
Angriansyah, R., & Akbar, R. R. (2025). Pengaruh Brand Awareness, Brand Trust dan Brand Image terhadap Keputusan Pembelian pada Konsumen Kopi Kulo di Transmart Buah Batu Bandung. Economics and Digital Business Review, 7(1), 203-212. https://doi.org/10.37531/ecotal.v7i1.3002
Badan Pusat Statistik. (2025). Statistik Penyediaan Makanan dan Minuman 2024. Badan Pusat Statistik.
Cochran, W. G. (1977). Sampling Techniques (3rd ed.). John Wiley & Sons.
Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS 26 (Edisi 10). Badan Penerbit Universitas Diponegoro.
Hermawati, T. A., & Sarah, S. (2025). Pengaruh Brand Image, Harga, dan Online Customer Review terhadap Keputusan Pembelian Produk Sunscreen Facetology Pengguna Lazada. eCo-Buss, 8(2), 1833-1845. https://doi.org/10.32877/eb.v8i2.3453
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (5th ed.). Pearson.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16th ed., Global Edition). Pearson.
Nurcahyati, I., & Saputro, A. H. (2025). Pengaruh Online Customer Review, Harga, dan Kualitas Produk terhadap Keputusan Pembelian pada Toko Wuz Daily di Shopee. Al-Zayn: Jurnal Ilmu Sosial & Hukum, 3(6), 10253-10265. https://doi.org/10.61104/alz.v3i6.2740
Nurohmah, E. L., Sarah, S., & Muttaqin, R. (2026). Pengaruh Kualitas Produk, Harga dan Ulasan Konsumen terhadap Keputusan Pembelian Sprei Lady Rose Prime di Shopee. Indonesian Journal of Multidisciplinary on Social and Technology, 4(2), 1488-1499. https://doi.org/10.69693/ijmst.v4i2.9764
Oktaviana, P. M., Sarah, S., & Wijaya, F. (2024). Pengaruh Kualitas Produk, Harga, dan Online Customer Rating terhadap Keputusan Pembelian pada Produk UMKM Basreng Sultan Bandung. Jurnal Ilmu Sosial, Manajemen, Akuntansi dan Bisnis, 5(1), 126-142. https://doi.org/10.47747/jismab.v5i1.1630
Pratiwi, A. B., & Akbar, R. R. (2025). Pengaruh Brand Image dan Harga terhadap Keputusan Pembelian Moisturizer Skintific pada Generasi Z di Kota Bandung. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(2), 1982-1992. https://doi.org/10.31004/riggs.v4i2.786
Raiswan, F. Y., Herlinawati, E., & Muttaqin, R. (2026). Strategi Pengembangan Bisnis Jojo Coffee melalui Analisis SWOT dan Business Model Canvas. Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan, 7(1), 1-18. https://doi.org/10.53697/emak.v7i1.3621
Robbins, S. P., & Coulter, M. (2021). Management (15th ed.). Pearson.
Rosalia, S. E., & Ali, M. M. (2025). Pengaruh Brand Image dan Harga terhadap Keputusan Pembelian Fore Coffee di Kota Bandung. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 6332-6339. https://doi.org/10.31004/riggs.v4i4.4357
Saniyyah, S., Saputro, A. H., & Mubarok, D. A. A. (2024). Pengaruh Brand Image, Brand Trust dan Electronic Word of Mouth terhadap Keputusan Pembelian Body Lotion Nivea (Studi pada Pengguna Shopee Mall di Bandung). JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 10(6), 3331-3340. https://doi.org/10.35870/jemsi.v10i6.3377
Solomon, M. R., & Russell, C. A. (2024). Consumer Behavior: Buying, Having, and Being (14th ed.). Pearson.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
USDA Foreign Agricultural Service. (2025). Indonesia: Coffee Annual (GAIN Report ID2025-0021). United States Department of Agriculture.
Yusriyyah, R., & Gumilar, D. (2026). Pengaruh Kualitas Produk, Harga, dan Gaya Hidup terhadap Keputusan Pembelian Produk Thrift di Pasar Cimol Gedebage Kota Bandung. Al-Zayn: Jurnal Ilmu Sosial & Hukum, 4(1), 2416-2428. https://doi.org/10.61104/alz.v4i1.3539