Pengaruh Kualitas Produk, Harga, Iklan, dan Citra Merek Terhadap Keputusan Pembelian Minuma The Javana (Studi Pada Konsumen The Javana di Kelurahan Tompokersan Lumajang)

Abstract

Tea has an important role in economic activities in Indonesia. One of the drinks that will be reviewed is Javana Tea. Consumers'
desires to buy Javana tea include ease of consumption, having the same aroma as the first brew, hygienic because it does not touch hands, and also selected tea and real sugar so that consumers can make decisions to buy Javana tea. Based on the above
background, this research is to find out whether product quality, price, advertising and brand image will affect the purchasing
decision of Javana tea drinks. This type of research is quantitative research. The population in this study were consumers of Javana Tea for 1 month at Chalista stores, Umi stores, and Eny stores. In this study using a non-probability method. So that the sample used in this study as many as 64 consumers of Javana Tea drinks. The results of the study can be concluded: (1) product quality has no significant effect on purchasing decisions for Javana tea drinks; (2) Price has a significant effect on purchasing decisions for Javana Tea drinks; (3) Advertising does not have a significant effect on purchasing decisions for Javana Tea drinks; (4) Brand image has a significant effect on purchasing decisions for Javana Tea drinks; (5) Product quality, price, advertising and brand image have a simultaneous effect on purchasing decisions for Javana tea drinks.