Analisis Keputusan Pembelian Mie Gacoan di Kota Semarang Terhadap Brand Image, Customer Experience dan Service Quality

Fahmi Naufal Davka, Yohan Wismantoro, Ida Farida, Handy Nur Cahya

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Penelitian ini menganalisis pengaruh Brand Image, Customer Experience, dan Service Quality terhadap keputusan pembelian konsumen Mie Gacoan di Kota Semarang. Penelitian ini menggunakan metode kuantitatif dengan pengumpulan data melalui kuesioner kepada 102 responden yang telah memenuhi kriteria penelitian. Teknik analisis data yang digunakan adalah regresi linier berganda dengan bantuan software SPSS 25. Hasil penelitian menunjukkan bahwa Brand Image dan Customer Experience berpengaruh positif dan signifikan terhadap keputusan pembelian. Namun, Service Quality tidak berpengaruh signifikan terhadap keputusan pembelian. Secara simultan, ketiga variabel independen berpengaruh signifikan terhadap keputusan pembelian. Penelitian ini memberikan implikasi bahwa peningkatan Brand Image dan Customer Experience dapat meningkatkan keputusan pembelian konsumen Mie Gacoan.

 

Kata Kunci: Brand Image, Customer Experience, Service Quality, Keputusan Pembelian


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Referensi


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DOI: https://doi.org/10.37531/yum.v8i1.8450

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