Academia Open
Vol 8 No 1 (2023): June
Business and Economics

Analyzing Factors Shaping Amanda Brownies Consumers' Purchase Decisions
Menganalisis Pengaruh Citra Merek, Kualitas Produk, dan Harga pada Keputusan Pembelian Konsumen: Studi Kuantitatif pada Konsumen Amanda Brownies


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  • Moch Agung Kurniawan,
  • Lilik Indayani*
Moch Agung Kurniawan
Universitas Muhammadiyah Sidoarjo, Indonesia
Lilik Indayani
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/acopen.8.2023.3854
Published June 26, 2023
Keywords
  • Brand Image,
  • Product Quality,
  • Price,
  • Consumer purchasing decisions,
  • Amanda Brownies
How to Cite
Kurniawan, M. A., & Indayani, L. (2023). Analyzing Factors Shaping Amanda Brownies Consumers’ Purchase Decisions. Academia Open, 8(1), 10.21070/acopen.8.2023.3854. https://doi.org/10.21070/acopen.8.2023.3854

Copyright (c) 2023 Moch Agung Kurniawan, Lilik Indayani

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This research aims to investigate the partial and simultaneous effects of brand image, product quality, and price on the purchasing decisions of Amanda brownies consumers in Sidoarjo, employing a quantitative survey method and utilizing the SPSS application for data analysis. The study adopts an accidental sampling technique to determine the respondents and collects data through online questionnaires distributed via Google Forms. The findings provide insights into the significant influence of brand image, product quality, and price on consumer purchasing decisions. The implications of this research offer valuable recommendations for marketers and businesses in enhancing their strategies to attract and retain consumers, while also contributing to the broader field of consumer behavior research.

Highlight:

  • Brand image: Influence on consumer perception and loyalty.
  • Product quality: Key determinant of consumer satisfaction and repeat purchases.
  • Price: Impact on consumer affordability and perceived value.

Keywords: Brand image, Product quality, Price, Consumer purchasing decisions, Amanda Brownies

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