Analysis of Consumers' Perception on Purchase Decisions of Takeaway Coffee Drinks in Yogyakarta

IF 0.2 Q4 AGRONOMY
agriTECH Pub Date : 2023-06-01 DOI:10.22146/agritech.55875
Fauzia Adni Alita, D. Ismoyowati, Wagiman Kastawiyana
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Abstract

This study aimed to determine and analyze the effect of brand image, product, price perception, and preference on purchase decisions of takeaway coffee. The research analyzed variables that most influence purchase decisions of coffee drink takeaway in Yogyakarta and the effect of each independent variable. Data were collected using an online questionnaire from individuals who have purchased takeaway coffee drinks in Yogyakarta more than once. The sample size was 100 respondents, selected using non-probability sampling techniques with the purposive sampling method. The other process was analyzing data by employing a multiple regression approach. The results showed that brand image and product positively affected purchasing decisions with t-count values of 2.340 and 2.715 and significant levels of 0.008 and 0.006, respectively. Price perception reversely influences purchasing decisions, with a t-value of 1.626 and a significance level of 0.107. Preference positively affected purchasing decisions with a t-value of 5.605 and a significance level 0,000. Furthermore, brand image, product, price perception, and preference positively affected purchasing decisions, with an F value of 65.334 and a significance level 0.000. (6) The magnitude of brand image, product, price perception, and perception of takeaway coffee drinks on purchasing decisions (adjusted R 2 ) is 0.504. Considering these results, the regression equation obtained was Y = -0,177 + 0,293X1 + 0,273X2 + 0,320X3 + 5,550D1 + e.
日惹市消费者对外卖咖啡饮品购买决策的认知分析
本研究旨在确定和分析品牌形象、产品、价格感知和偏好对外卖咖啡购买决策的影响。本研究分析了影响日惹市咖啡饮料外卖购买决策的变量,以及每个自变量的影响。数据是通过在线问卷从在日惹不止一次购买外卖咖啡饮料的个人中收集的。样本量为100名受访者,采用非概率抽样技术和有目的抽样方法进行选择。另一个过程是采用多元回归方法分析数据。结果显示,品牌形象和产品对购买决策有正向影响,t计数分别为2.340和2.715,显著水平分别为0.008和0.006。价格感知负向影响购买决策,t值为1.626,显著性水平为0.107。偏好正向影响购买决策,t值为5.605,显著性水平为0000。此外,品牌形象、产品、价格感知和偏好正向影响购买决策,F值为65.334,显著性水平为0.000。(6)品牌形象、产品感知、价格感知、外卖咖啡饮品感知对购买决策的影响程度(调整后r2)为0.504。根据这些结果,得到的回归方程为Y = -0,177 + 0,293X1 + 0,273X2 + 0,320X3 + 5,550D1 + e。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
agriTECH
agriTECH AGRONOMY-
自引率
0.00%
发文量
30
审稿时长
24 weeks
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