THE EFFECT OF BRAND IMAGE AND PRODUCT QUALITY ON CONSUMER PURCHASE DECISIONS AT CAFÉ NOKA IN SUNGAI PENUH CITY
Abstract This study aims to analyze the influence of brand image and product quality on purchasing decisions at Café Noka in Sungai Penuh City. The research method used is quantitative with a survey approach. Data were collected through questionnaires distributed to Café Noka customers and analyzed using multiple linear regression techniques. The results show that brand image and product quality have a positive and significant impact on purchasing decisions. A strong brand image enhances customer trust, while good product quality contributes to customer satisfaction, ultimately encouraging purchasing decisions. The findings suggest that Café Noka should maintain and improve its brand image and product quality to increase customer loyalty and purchase interest.
Downloads
References
Aaker, D. A. (1997). Managing Brand Equity. New York: Free Press.
Dan, I. P., & Ernawati, D. (2019). Promosi Terhadap Keputusan Pembelian Produk. 7, 17–32.
Fawazi, M. H., Basuki, H., & Wati, J. A. (2024). Pengaruh Citra Merek terhadap Keputusan Pembelian (Studi Kasus pada Konsumen Peyek Mak Nyus Jingglong Sutojayan Blitar). 12(1), 294–304.
Garvin, D. A. (1987). Competing on the Eight Dimensions of Quality. Harvard Business Review, 65(6), 101–109.
Harmiyanti, Y., Sarmigi, E., & Bustami, Y. (2025). The Use Of E-Commerce As A Marketing Strategy To Sustain Muslim And Muslimah Clothing Stores. At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam, 11(1), 35-50.
Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.).
Lestari, D. A. (2021). Loyalitas Merek Produk Kosmetik Wardah Di Surabaya. VII(2), 22–30.
Miati, I. (2020). Pengaruh Citra Merek ( Brand Image ) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar). 1(2), 71–83.
Petra, U. K., Siwalankerto, J., Image, K.-B., & Trust, B. (2014). Analisa Pengaruh Citra Merek ( Brand Image ) dan Kepercayaan Merek ( Brand Trust ) Terhadap Loyalitas Merek ( Brand Loyalty ) ADES PT . Ades Alfindo Putra Setia. 2(1), 1–9.
Puspita, D., Sarmigi, E., & Azhar, A. (2024). The Effect Of Product Quality And Price On Loyalty Of Telkomsel Prepaid Card Users With Customer Satisfaction As A Mediating Variable. Distribusi-Journal of Management and Business, 12(2), 271-282.
Putri, T. I., Sarmigi, E., & Saleh, M. A. M. A. (2025). Building PNM Mekar Syariah Customer Loyalty By Improving Service Quality, Trust, And Satisfaction. At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam, 11(1), 84-100.
Rafina, Y., Sarmigi, E., Syarif, D., & Travilo, Y. (2024). The influence of technology perception, risk, and complaint handling on customer interest in using Internet banking at Bank Syariah Indonesia KCP Sungai Penuh. Journal of Islamic Economics Lariba, 10(2).
Sarmigi, E., Mahabbati, S., & Tila, M. (2025). The Image Of Islamic Higher Education Reviewed From Promotions And Tuition Fees As Well As Its Implications For College Decisions. Al Fiddhoh: Journal of Banking, Insurance, and Finance, 6(2), 117-126.
Sarmigi, E., Rahayu, S., & Arum, E. D. P. (2025). Against Fraud: How Religious-Based Values Accounting Work. TSAQAFAH, 21(1), 139-158.
Wahyuni, D. D., Sujadi, E., & Sarmigi, E. (2024). Comparative Analysis Of Customer Satisfaction Users Of Dana And Bri Mobile Banking. Jurnal Ekonomi, 13(02), 1391-1405.
Wulandari, R. D., & Iskandar, D. A. (2018). Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian pada produk kosmetik. 3(1), 11–18.
Copyright (c) 2025 Rezki Agrisa Ditama, Azhar Azhar, Elvi Nilda, Syamsarina Syamsarina, Desiana Desiana, Wiyan Mailindra

This work is licensed under a Creative Commons Attribution 4.0 International License.