The Influence of Brand Image, Price, and Product Quality on the Purchase Decision o f Kopiko 78˚c at PT. XYZ

The intense competition among companies engaged in the packaged coffee beverage sector encourages companies to have reliable strategies in order to be able to increase business growth and win marketshare. This study aims to analyze the effect of brand image, price and product quality on purchasing decisions for packaged beverage products Kopiko 78°C at PT. XYZ. The subject of this research is the consumer, PT. XYZ; as many as 100 consumers were used as samples. This research is descriptive and verifiable. The data collection procedure in this study used a literature study and field studies (questionnaires and interviews). The instrument testing method uses validity and reliability tests. Methods of data analysis using multiple linear regression analysis, correlation coefficient analysis, analysis of the coefficient of determination, and significance tests simultaneously and partially. The results showed that the brand image, price and product quality were in a good category. Partially and simultaneously, brand image, price and product quality have a positive and significant effect on purchasing decisions.

The intense competition among companies engaged in the packaged coffee beverage sector encourages companies to have reliable strategies in order to be able to increase business growth and win marketshare. This study aims to analyze the effect of brand image, price and product quality on purchasing decisions for packaged beverage products Kopiko 78°C at PT. XYZ. The subject of this research is the consumer, PT. XYZ; as many as 100 consumers were used as samples. This research is descriptive and verifiable. The data collection procedure in this study used a literature study and field studies (questionnaires and interviews). The instrument testing method uses validity and reliability tests. Methods of data analysis using multiple linear regression analysis, correlation coefficient analysis, analysis of the coefficient of determination, and significance tests simultaneously and partially. The results showed that the brand image, price and product quality were in a good category. Partially and simultaneously, brand image, price and product quality have a positive and significant effect on purchasing decisions.

INTRODUCTION
Of the many similar products, it is suspected that the sales of Kopiko 78°C did not reach the sales target. The sales data of PT. XYZ can be seen in the following Based on Table 1, it can be seen that the average achievement of Kopiko sales is 78°C in 2021 at PT. XYZ is only 95% or does not reach the target. The unachieved sales target is thought to have been caused by the large number of similar new products so that purchases of Kopiko 78°C products decreased.
According to Tjiptono (2014: 184), one indicator of a purchasing decision is a brand choice. Therefore, companies must pay attention to the brand image of these products to influence consumers in choosing and buying the products offered. To find out that consumer purchasing decisions are thought to be influenced by brand image, the authors conducted a preliminary survey of 30 consumers with the results showing that the majority (60%) of consumers considered that brand image which includes maker image, product image and user image was not good.
In addition to brand image, purchasing decisions are thought to be influenced by price, so the authors conducted a price comparison research for Kopiko 78°C products with competitors' products. It was found that the price of competing products has a lower price compared to the Kopiko 78°C product.
Then apart from price, product quality is also thought to influence purchasing decisions, so a preliminary survey was conducted on 30 consumers to find out responses and ratings regarding product quality and the results showed that most (58%) consumers considered that the quality of kopiko products was not good so consumers were reluctant to choose The product is due to the Kopiko 78°C product not meeting consumer expectations.

LITERATURE REVIEW
According to Assauri (2018: 13), marketing management is a decisionmaking process based on marketing concepts and management processes that include analysis, planning, implementation of policies, strategies and tactics, and control. Marketing management is very important in a company for decision making based on the marketing concept.
According to Kotler and Armstrong (2016: 177), purchasing decisions are part of consumer behavior, namely the study of how individuals, groups and organizations choose, buy, use and how goods, services, ideas or experiences satisfy their needs and wants. Purchase decisions occur starting with certain factors. According to Kotler and Armstrong, (2014: 159-174), purchasing decisions are influenced by four factors, namely cultural factors, social factors, personal factors and psychological factors with purchasing decision indicators in the form of product choice, brand choice, dealer choice, time and amount purchase (Tjiptono, 2014: 184).
The decision to buy a product, both goods and services, arises because of an emotional impulse from within and influences from outside. Smart companies seek to understand the consumer buying decision process which is done by stages. According to Kotler and Keller (2016: 195), the steps in this buying decision process are: Picture 1. Purchase Decision Steps Source: Kotler dan Keller, (2016:195) If the consumer in making a purchase is not satisfied with the product he has purchased, then there are two possibilities that the consumer will make. First, by leaving or the consumer does not want to make a repeat purchase. Second, consumers will seek additional information about the product they have purchased to strengthen their stance on why they chose that product so that dissatisfaction can finally be reduced.
The form of this research is descriptive and verification with data collection procedures using library research and field studies (questionnaires and interviews). The subjects of this research are consumers of PT. XYZ as many as 100 consumers are sampled. In general, the research method can be seen in the flowchart of the framework as follows :

Research Background
Packaged coffee beverage companies are still considered not optimal in introducing products and promoting so that the product is not well known to many people, and the lack of setting appropriate prices in the face of market competition and the quality of the products provided does not give consumers confidence so that consumers will consider purchasing decisions.

Hypothesis 2 :
There is a partial positive and significant effect of brand image on purchasing decisions (H2)

Hypothesis 3 :
There is a partial positive and significant effect on price on purchasing decisions (H3)

Hypothesis 4 :
There is a positive and significant effect partially on product quality on purchasing decisions (H₄)

Hypothesis 1 :
There is a simultaneous positive and significant effect of brand image, price, and product quality on purchasing decisions (H1)

METHODOLOGY
This research was conducted to obtain an overview of the effect of brand image, price and product quality on purchasing decisions of Kopiko 78°C at PT. XYZ. The approach used in this study is a mixed method approach. According to Sugiyono (2017: 52), the mixed method is a research method that combines or combines quantitative methods with qualitative methods to be used together in a research activity, in order to obtain data that is more comprehensive, valid, reliable, and objective. This research method uses descriptive and verification research types.
The operationalization of the variables in this study are variablesindependent namely brand image (X₁), price (X₂), product quality (X₃) and variablesdependnamely the purchase decision (Y). The measurement of variables in this study uses an ordinal Likert scale, namely a scale that shows differences in one category to another, but the difference is not a level difference but a level (Zulganef, 2008: 50).
The population in this study is the population of Bogor district in 2022 with a total of 5,385,219 people. According to Sugiyono (2017: 115), population is a generalized area consisting of objects or subjects that have certain quantities and characteristics set by researchers to study and then draw conclusions. In this study, 100 consumers were used as samples based on calculations using the Yamane formula. The data used in this research is quantitative data, while the data sources used in this research are primary data and secondary data. The data collection technique that the author will use in this research is using library research and field studies (questionnaires and interviews). For research using primary data using research questionnaires, firstly testing the quality of the questionnaires is carried out by testing the validity, reliability and classic assumption tests by testing the instrument using the help of the IBM SPSS 26 program. The data analysis method used is linear regression analysis multiple, analysis of the correlation coefficient, analysis of the coefficient of determination and significance test simultaneously and partially.

RESEARCH RESULT 1. Validity test
According to Sugiyono (2014: 121), a validity test is carried out to find out how far a measuring device can measure what it wants to measure. Testing the validity in this study uses the product moment correlation formula proposed by Pearson in Supardi (2013: 169). If these results are obtained rcount ≥ rtable(0,3) then the data is valid means it is feasible to be used in hypothesis testing, whereas if rcount ≥ rtable (0,3 then the data is not valid means it is not feasible to be used in hypothesis testing. The validity test in this study was conducted on 100 respondents with the following results:  Table 3, it can be seen that the results of the validity test on the price indicator (X₂) show that the 9 indicators are valid according to the rcount ≥ rtable (0,3). The validity test on product quality indicators is as follows:

Reliability test
According to Rochaety, et al. (2019:44), reliability means the trustworthiness of the results of a measurement. In this study, to find the reliability of the instrument using the formulaCronbach Alpha (a) with a fixed value of 0,6. The description of the results of the reliability test in this study is as follows :  Table 6 it can be seen that the results of the reliability test of all variables, namely brand image, price, product quality and purchasing decisions have value Cronbach Alpha (a) greater than 0,6. This shows that all indicators on the variables used in this study are declared reliable.

Classic assumption test
The classical assumption test is used to test linear regression assumptions with the aim of avoiding bias in data analysis and avoiding specification errors (misspecification) the regression model used (Rochaety, 2019: 176). The test used in the classical assumptions, among others: a. Normality test The normality test aims to test whether in a linear regression model, the dependent variable and independent variables both have a normal distribution or not (Rochaety, et al. 2019: 177). The normality test results in this study are as follows : Based on Table 7 it can be seen that the results of the normality test have a significance value of 0.144. This shows that the significance value is greater than 0,05. So it can be concluded that the regression model has normally distributed data.

b. Multicollinearity Test
The multicollinearity test aims to test whether the regression model has a correlation between independent variables. By using magnitudetolerance (a) andvariance inflation factor (VIF) if usingAlpha/tolerance = 5% or 0.05, then VIF = 5. The results of the multicollinearity test in this study are as follows: Based on Table 8 the results of the multicollinearity test show that the tolerance results for each variable are greater than 0,1 while the variance inflation factor (VIF) < 5, so it can be concluded that the regression model in this study does not contain multicollinearity.

c. Heteroscedasticity Test
The heteroscedasticity test aims to test whether there is inequality in the regression modelvariance from the residual of one observation to another observation. The way that can be used to find out whether there are symptoms of heteroscedasticity is to look at the graphscatter plot (Rochaety, et al. 2019: 181). The image of the data from the heteroscedasticity test results is as follows:

Picture 3. Heteroscedasticity Test Results
Source: Primary Data Processed, 2023. Based on Figure 3. shows that the points or data on the graphscatter plot spread and do not form a clear pattern above or below the number 0 on Y. Therefore it can be concluded that the regression model does not have a heteroscedasticity problem.

Consumer Characteristics Summary
Based on the results of a questionnaire regarding the characteristics of PT. XYZ, the following is a recapitulation of the dominant characteristics: Source: Primary Data Processed, 2023.

Recapitulation of Consumer Responses to Brand Image Variables (X₁)
The recapitulation of consumer responses to brand image variables is as follows: PT. XYZ is believed to have given consumers confidence in the products they sell, in terms of quenching thirst with popular products that are easily remembered by the public.
2 User Image 3,67 Good PT. XYZ has provided satisfaction with the benefits provided and given consumers confidence in the composition of products that are safe for consumption in terms of increasing energy intake and thirst quenching.
3 Product 3,80 Good PT. XYZ has been able to give confidence to Image consumers with products that are safe for consumption.

Brand Image Variable Rating Rating (X₁)
3,67 Good Brand Image at PT. XYZ is able to provide trust to consumers such as the benefits provided, safe consumption to quench thirst and increase energy intake and provide unique packaging as a consumer attraction.

Recapitulation of Consumer Responses to Price Variable (X₂)
The recapitulation of consumer responses to brand image variables is as follows: Source: Data processed, 2023.

Recapitulation of Consumer Responses to Product Quality Variables (X₃)
The recapitulation of consumer responses to product quality variables is as follows: Good PT. XYZ has ensured the quality of its products are safe for consumption, by clearly informing the product packaging label of Kopiko 78°C the composition used so that it has additional features according to needs, for example increasing energy intake for the body.
5 quality of comformance 4,18 Good PT. XYZ has ensured that the bottle packaging complies with national standards. Business actors are very focused on product safety and packaging safely because with that the company gives satisfaction to new and old customers, with the desired taste and product design that is in accordance with other packaged coffee product design standards.
6 fitness for use 3,71 Good PT. XYZ has given consumers confidence that this product can quench thirst, with the solutions provided to PT. Tirta Fresindo Jaya Plant Ciherang gives confidence in remembering a product that makes its own satisfaction.

Product Quality Variable Rating Average (X₃)
3,85 Good The quality of the products provided by PT. XYZ is good, paying attention in terms of product quality, benefits, product safety, product uniqueness, design, so that consumers feel safe, confident and feel satisfied when consuming Kopiko 78°C products.

Recapitulation of Consumer Responses to Purchase Decision Variables (Y)
The recapitulation of consumer responses to product quality variables is as follows : High Some consumers of PT. XYZ said that the products purchased are done once a month in the amount of more than 1 (one) carton because some consumers spend the products sold or stock at home for a month, while at the timeweekday consumers buy only per piece because it is to increase energy intake at work and some consumers make purchases in large quantities only on the basis of promotions because that is the opportunity consumers want to resell a product at a price below the usual price.

3,77 High
Purchasing decisions occur in consumers of PT. XYZ for being able to meet his needs.

Results of Multiple Linear Regression Analysis
Based on the calculation of multiple linear regression analysis using the SPSS 26 tool, the following table results of the calculation : The results of the multiple regression above show that the independent variables namely brand image (X₁), price (X₂) and product quality (X₃) have a positive effect on the dependent variable namely purchase decision (Y) Kopiko 78°C at PT. XYZ. Where every increase that occurs in the independent variable will also be followed by an increase in the dependent variable.

Results of Multiple Correlation Analysis
The magnitude of the correlation or relationship between the independent variables consisting of brand image (X₁), price (X₂), and product quality (X₃) with the dependent variable purchase decision (Y) Kopiko 78°C at PT. XYZ is by looking at the value of R in the following table : Based on Table 15 the R value or correlation is 0.781 which shows that the correlation number is 0.781 in the strong category, so the relationship between the three variables is unidirectional and strong, meaning that the higher the brand image, price and product quality, the purchasing decision will increase.

Results of Analysis of the Coefficient of Determination (R²)
Based on Table 15, the R Square value is 0.611 or 61,1%. This shows that the percentage of influence of brand image variables (X₁) price (X₂) and product quality (X₃) on purchasing decisions (Y) Kopiko 78°C at PT. XYZ is in the moderate category or according to Hair et al (2011: 5) the effect of the independent variables on the dependent variable is quite strong. While the remaining 38,9% is influenced by other variables not examined, such as cultural factors, social factors, personal factors and psychological factors. (Kotler and Keller, 2014: 11).

Simultaneous Test Results (F-Test)
The results of the calculation of the F test are obtained through the analysis table Variance (Anova) is as follows: Based on Table 4.31 obtainedFcount of 50.028 greater than Ftable (50.028 > 2.69) it can be concluded that Ho is rejected and Ha is accepted, with a 90% confidence level, the independent variables Brand image, price and product quality on purchasing decisions.

Partial Test Results (t-test)
The recapitulation of the results of partial hypothesis testing (t test) is as follows :

DISCUSSION
Based on the results of research and hypothesis testing that has been done regarding the effect of brand image, price, and product quality on purchasing decisions of Kopiko 78°C at PT. XYZ obtained consumer responses to brand image (X₁), price (X₂), product quality (X₃) and purchasing decisions (Y) in the good category. Simultaneous and partial test results show that brand image, price, and quality have a positive and significant effect on the purchase decision of Kopiko 78°C at PT. XYZ.

CONCLUSIONS AND RECOMMENDATION
The conclusions from the results of this study in the form of brand image, price and product quality of Kopiko 78°C are in the good category and brand image, price and product quality have a positive and significant influence on purchasing decisions either simultaneously or partially. Recommendations for related parties are: 1. Based on the brand image that needs to be considered by PT. XYZ is on the image maker image indicator where the company's product popularity is still low, by keeping the company's products popular in promoting and product quality to avoid unwanted things, for example product quality that does not match consumer expectations, trust in consumers such as benefits that are administered, and safe for consumption. 2. Based on the price that needs to be considered by PT. XYZ is found in the price conformity indicator with product quality which has the lowest score so that it is necessary to adjust prices and improve product quality according to what consumers want so that they can meet company targets. 3. Based on product quality, PT. XYZ has a low aesthetic indicator, what can be done is to make new packaging and sizes for the product to be even more attractive so that consumers are increasingly interested and curious about the shape of the packaging and sizes that are different from other similar products. 4. Based on the purchase decision, PT. XYZ is found in the dealer choice indicator with the lowest value, namely the need to provide the nearest dealer in the area where each consumer lives so that consumers can make purchases at the closest distance to save time and costs incurred and provide delivery orders to provide convenience to consumers in making purchases so that orders are very easy to deliver according to the customer's location.