The Influence Of Product Quality, Brand Image, And Digital Promotion Strategy On Consumer Purchasing Decisions Of Excelso Coffee In Medan

Abstract

This study aims to analyze the influence of product quality, brand image, and digital promotion strategy on consumer purchase decisions at Excelso Coffee in Medan. The background of this research is based on the increasingly intense competition in the coffee and culinary business in Indonesia, requiring companies to understand factors influencing consumer purchase decisions in order to maintain competitiveness in the market. This research used a quantitative approach with binary logistic regression analysis. The population in this study consisted of all consumers of Excelso Coffee in Medan, with a sample of 100 respondents selected using purposive sampling technique. Data were collected through questionnaires and analyzed using validity tests, reliability tests, and binary logistic regression analysis. The results showed that product quality, brand image, and digital promotion strategy had a positive and significant effect on purchase decisions, both partially and simultaneously. The significance value of each variable was below 0.05. Simultaneous test results showed a significance value of 0.001, indicating that the regression model was feasible to use. The Nagelkerke R Square value of 0.437 indicated that product quality, brand image, and digital promotion strategy explained 43.7% of purchase decisions, while the remaining 56.3% was influenced by other variables outside this study. Based on the research findings, Excelso Coffee is recommended to continuously improve product quality, strengthen brand image, and optimize digital promotion strategies to enhance consumer purchase decisions.