Pengaruh Brand Image, Kualitas Produk, Suasana Toko, dan Kualitas Pelayanan Terhadap Keputusan Pembelian di Banana Bread & Cakes Kebumen

Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image, kualitas produk, suasana toko, dan kualitas pelayanan terhadap keputusan pembelian di Banana Bread & Cakes Kebumen. Penelitian ini menggunakan metode kuantitatif dengan sampel sebanyak 102 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan uji validitas, reliabilitas, regresi linier berganda, uji t, dan uji F.Hasil penelitian menunjukkan bahwa Brand Image dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Sementara itu, suasana toko dan kualitas pelayanan tidak berpengaruh signifikan terhadap keputusan pembelian. Secara simultan, Brand Image, kualitas produk, suasana toko, dan kualitas pelayanan berpengaruh signifikan terhadap keputusan pembelian di Banana Bread & Cakes Kebumen.

Kata kunci: Brand Image, kualitas produk, suasana toko, kualitas pelayanan, keputusan pembelian.

This study aims to determine the influence of Brand Image, product quality, store atmosphere, and service quality on purchasing decisions at Banana Bread & Cakes Kebumen. The study employs a quantitative method with a sample of 102 respondents selected using purposive sampling. Data analysis was conducted using validity and reliability tests, multiple linear regression, the t-test, and the F-test. The results indicate that Brand Image and product quality have a positive and significant effect on purchasing decisions. Meanwhile, store atmosphere and service quality do not have a significant effect on purchasing decisions. However, simultaneously, Brand Image, product quality, store atmosphere, and service quality significantly influence purchasing decisions at Banana Bread & Cakes Kebumen.

Keywords: Brand Image, product quality, store atmosphere, service quality, purchasing decisions.