The Influence of Brand Image and Product Quality on Consumer Purchase Decisions: Evidence from Kopi Nur

Abstract

This study aims to examine the influence of brand image and product quality on consumer purchase decisions at Kopi Nur. The research employed a quantitative approach with an accidental sampling technique involving 140 respondents who were consumers of Kopi Nur. Data were analyzed using multiple linear regression. The findings indicate that brand image has a positive and significant effect on consumer purchase decisions at Kopi Nur. The stronger the brand image of Kopi Nur in consumers' minds, the greater their likelihood of making a purchase decision. Product quality also has a positive and significant effect on consumer purchase decisions. The better the product quality offered—including consistent taste, premium-quality ingredients, and well-maintained serving standards—the more likely consumers are to purchase the products. Furthermore, brand image and product quality simultaneously have a significant effect on consumer purchase decisions. The study concludes that brand image and product quality are key factors that Kopi Nur should continuously strengthen to encourage consumer purchase decisions.