PENGARUH KUALITAS PRODUK, BRAND IMAGE, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOPI CAP LUWAK DI KOTA MALANG

The study aims to know the impact of the product's quality on purchasing decisions, the impact of brand image on purchasing decisions, the effect of prices on purchasing decisions, and influences together (simultaneously) between product quality variables, brand image and price on purchasing decisions. The kind of research used in this is quantitative work with the population is the steak known to be a twin in person with a total of 100 respondents. Data analysis techniques using multi-liniear regression analysis. The result of research and data analysis can be concluded that the quality of the product will affect the decision of the purchase, the brand image will affect the decision of the purchase, and the price of the product will affect the decision of the purchase and the quality of the product.